Dish, CNN Turn Page in Interactive Satellite Programming
The Dish Network has announced that it will work with CNN to expand its interactive TV programming. CNN Enhanced TV channel will give viewers access to text news reports as they watch a live broadcast of CNN news. Digital TV programming and equipment maker OpenTV has created the tools which will give CNN Enhanced TV its interactive dimension, and has also developed strategies for advertisers to reach this audience using an interactive platform.
OpenTV has run interactive ads on the Dish network for a notable list of clients over the past year. Among them was Mercedes Benz, whose ad enabled viewers to navigate pictures and specifications of cars, order a brochure, and set up a test drive. With CNN adding its name to Dish’s growing roster of interactive programming, OpenTV is looking in many new directions for upcoming interactive TV programming.
OpenTV and Echostar, Dish’s parent company, have begun developing ideas for targeted advertisements on satellite TV. However, at this point all such attempts look to be in violation of customer privacy. “We can target based on anonymous information, but we have to be careful with the data we get from them,” EchoStar exec Scott Higgins said. “Everything has to be kept confidential.” The companies are currently toying with the possibility of an incentive system, in which subscribers receive discounts or bonus features for participating in targeting advertising.
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