I-TV Studies Proliferate, Agree Europe Leads U.S.
According to a new report by Myers Group, New York, titled "Interactive Television Outlook 2000," I-TV revenues will reach $7.3 billion by 2003, with 20 million I-TV users by 2005.
Josh Bernoff, an analyst at Forrester Research, Cambridge, MA, released one of the first major I-TV reports in August 1999, called "Interactive TV Cash Flows," which projected a combined $18 billion from I-TV advertising and commerce by 2004, with 24 million households by the same year.
Yet another study, released in January by Jupiter Communications, New York, had revenues of $10 billion and I-TV use in 30 million households by 2004.
However, one thing that all three major studies agree on is that Europe is far ahead of the United States in implementing I-TV and will continue to be until the United States fully realizes its commercial viability.
"The bullish I-TV reports that have been released by the major research firms further validate the potential of U.S. t-commerce and interactive advertising," said Michael Kokernak, president/CEO of Back Channel Media. "When a dominant middle-ware possibly emerges this year, possibly AOLTV or Microsoft, the projected roll outs will then become a reality."