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Analyse of the book - Assignment Example

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The article was published in the January 2008 issue of Television & New Media, a peer-reviewed journal that publishes articles in the profession of…
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Download file to see previous pages The second section evaluates the arguments of the article, the third and last section assesses the significance of the article.
The theme of the article under review is interactive television, abbreviated as ITV or iTV. ITV is a type of media convergence that adds data services to conventional television(Oliver & Grant, 1995). These value-added services include the delivery of content on-demand as well as newer services such as online banking and shopping. ITV illustrates that new information technologies can be integrated into older, established technologies and enterprise settings. This contrasts with those technological advancements that create economic opportunities outside established commercial arrangements. An example of the second category of technologies is the Internet. The first patent for interactive TV was registered in the USA in 1994 and commercialized the following year.
iTV presents a scale of the level of interactivity that ranges from low to high through medium(Oliver & Grant, 1995). Low interactivity allows the television viewer to perform basic tasks such as increasing and reducing volume and switching between channels. Medium interactivity may enable the viewer to watch a movie on demand, but without the ability to adjust sound effects, for example. High interactivity offers the viewer the greatest degree of flexibility. An example of a high interactivity environment is a show in which the viewer of the show is invited to cast their vote to determine who the shows progresses. The provider of a program need not provide a return path in low and moderate interactivity settings. For instance, a person who downloads a movie from an online movie store can watch the movie on their personal computer once the movie is downloaded. The movie store may have provided the viewer with software they need to watch a movie, but is not involved in the actual watching of it.
For interactivity to be said to exist, the viewer has to be in ...Download file to see next pagesRead More
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