Chapter 2. iTV Scenarios

Chapter Objectives

• How is iTV better?

• What types of iTV programs are possible?

• What are the issues involved and their ramifications ?

This chapter presents classes of scenarios that were used to drive the development of many of the specifications of proprietary system designs, as well as iTV standards. Not all the scenarios can be implemented within the framework common to all standards, but each one of the scenarios can be implemented within the framework of at least one standard. The ranking of the scenarios according to return on investment is beyond the scope of this chapter.

There are countless issues that need to be addressed when producing enhanced content, generating the transport stream, and designing receivers. This chapter serves as an introductory overview rather than a complete reference. It presents issues implied from scenarios of electronic program guides, video on demand, advertising, games , interactive game shows, interactive drama, interactive news, interactive sports, trading, gambling, and auctioning.