2.12 Trading Scenarios

Viewers are given the option to access, through a dedicated trading service, their accounts with an online brokerage firm via an interactive TV application. The application enables trading stocks, checking account balances , and obtaining real-time stock quotes. This type of application can be transmitted with either a live TV program or an advertisement. An interactive stock ticker may also be part of the application.

It is assumed that a channel will carry services provided by a single brokerage firm. The viewer is authenticated before access is granted. The static pages are retrieved from the local receiver's cache, and the dynamic pages are retrieved from the return channel. All financial transactions are secure. Confirmation of transactions arrives through the return channel.

Initially, the viewer is likely to tune to a financial news or other channel and receive an indication that an interactive stock trading application is available. On selection of the icon representing the application, the receiver automatically tunes to the trading channel. The viewer then provides identification information, probably in the form of a user name or account number, and password. This identifying information will be transmitted to the brokerage firm's system. If this information is correctly authenticated, then the stock trading application is started.

The presentation is likely to be similar to brokerage Web sites. However, the video for the underlying financial news TV program will probably occupy a rectangular area in one of the corners of the screen. The user will be able to navigate to pages that provide the ability to check account information, retrieve quotes for stocks, and enter trade orders. Quote information can be delivered in near real time during market hours.

2.12.1 Home Shopping

On a dedicated lifestyle channel, home-shopping programs may demonstrate how various products can be used to enhance the viewer's lifestyle. Infomercials present the viewer, in addition to the traditional toll free phone number, with an Order button that enables consumers to perform a purchase directly. On selection, the top part of the screen continues displaying the video, while the bottom part switches to display an order form. The order form is partially filled with the details of the product advertised at the time of selection. After completion of the order details, a credit card or back account is directly charged.

When the online order option is enabled, the video occupies only the top part of the screen, and the bottom part contains order information such as phone number or Email address. The viewer is presented with the order option at specific time intervals during the video. On selection of the Order button, the order form shows up immediately. When the form is being filled in, the tuning controls are disabled to prevent accidental tuning.

The order form presented to the viewer is vendor specific. Further, the iTV data broadcast contains loose synchronization information that indicates how to fill the form to order the product presented at the time of selection. Confirmation of transactions arrives through the return channel.

A different product may be targeted during each time slot. The vendor of each product can send the applicable order form to the broadcaster as part of the data enhancement of the home-shopping video.

2.12.2 Home Banking

Home banking applications allow use of a TV for simple review of financial transactions (see Figure 2.28). The TV screen is more friendly and easier to use than a computer or ATM interface. As an example, small LCD TV screens could be placed in kitchens and may use keypads that are attached similar to what is used in microwave ovens. These LCDs could be used to serve a wide range of applications, from grocery shopping to home banking.

Figure 2.28. A Home Banking application, courtesy of Mindhouse (www.mindhouse.co.uk).

In this scenario, the viewer uses a virtual keypad to select the home-banking application. Next , the viewer is presented with a login screen for authentication. Once logged in, several menu options are available, including an activity review option. After selection of the activity review, the list of transactions is presented. Viewers browse the list using up and down controls. Selection of a list element brings a detailed view of the corresponding transaction. During the operation of this application, the background video could be a news channel, cooking program, or any other program selected by the viewer.

2.12.3 Auctions

An iTV-based peer-to-peer auction application extends the popular garage-sale concept to iTV. Viewers are given the option to access their auction accounts with an online auction firm using an iTV application. The application enables the client and viewer to list items for auction, bid on other items, check the results of previous auctions, check the activity in auctions that are underway, search for specific items listed for auction, and check account balances. This type of application can be transmitted with either a live or pre-recorded TV program.

To use these applications, the viewer tunes to a dedicated shopping or auction channel and receives an indication that an interactive auction is in progress and an application is available. After selection of the icon representing the application, the viewer is asked to provide identification. If valid, the auction application is then started.

The presentation to the user can follow a multiple choice format (see Figure 2.29), where each choice is a specific price, or use a format that is similar to auction Web sites (e.g., eBay). Video from an underlying TV program occupies only a part of the screen. The user can navigate to pages that provide the ability to list items for auction, bid on items that other users have listed for auction, check the activity in auctions that are already underway, search for specific items listed for auction, and check their account information. To deliver the excitement of live real-time auctions, such applications need to have synchronization capabilities. For non-real -time auctions, these applications can rely on Web pages that allow a viewer to contact other viewers about items that are being bought and sold and for arranging payment for items. For example, a page might be provided to access escrow services to ensure timely reception and payment for goods auctioned.

Figure 2.29. Sample Antiques Roadshow application (BBCi).

2.12.4 Gambling

Many believe that iTV gaming and gambling has the potential to generate multibillion-dollar revenues . The availability of video and audio greatly enhances the gambling experience beyond what is feasible using today's Internet. Many gambling application scenarios can be envisioned such as horse racing, sports betting , lottery, and virtual casinos. Of course, the legality and availability of gambling applications are regulated by various levels of government. However, this type of application may be the "killer app" of interactive television. Table 2.1 lists a few examples of possible sports bets.

Table 2.1. Possible Specific Sports Bets

Type	Specific Gamble
Las Vegas	Horse racing games
	Blackjack and similar games
	Online slot machines
Football	Number of yards run by a certain player per game
	Score of game at end of each quarter, half, or end of game
	Number of points scored by a certain player per game
Baseball	Number of strikeouts per game
	Number of home runs per team per game
	Number of RBIs per inning
Hockey	Gamble on the score of the game
	Number of minutes spent in the penalty box by a team or certain player
	Number of points scored by a certain player
NASCAR	Driver receiving opportunity to be placed in the racing field
	Driver being benched, which means in the pits for the next game
	Relative difference between starting and finishing positions
Golf	Number of birdies per hole
	Number of eagles per hole
	Top n scorers

2.12.5 Horse Racing

A horse racing application will give the viewer the ability to view the current lines or odds for a variety of sporting events, place bets on sporting events of their choice, review the results of previous bets placed, check the scores of past sporting events, and check their account balance.

During a wagering phase, the video shows the race track and presents interviews. The countdown timer (to the end of the wagering period) is continuously displayed. The viewer can navigate through horse, jockey, and odds pages, which are continuously updated by the broadcast. Until the countdown time expires , the viewer can adjust the wager using the up and down keys, and can place the wager using the select. The return channel is used to transmit the wager. The end of the wager period can either be decided by the receiver's timer or by receipt of a synchronized trigger signal broadcast on that channel.

During the race phase, the video shows the race, and the race time is displayed prominently. Viewer interaction is not allowed in this phase. At the end of the race the race time freezes . After some delay, the beginning of the next wagering phase can be signalled by the receiver's local timer or by a trigger signal broadcast on that channel.

This scenario requires a data broadcast service that provides the presentation of a live video and audio service with associated, synchronized data in the form of time and the horse leader board. It also provides an interactive capability that allows the viewer to place a wager. Finally, it has an asynchronous data display that provides current odds during the wager phase.

This scenario requires overlay of video and data to enable navigation to data page wager screens with current odds, plus daily information. More complex variations on this application could involve static frames of the paddock, horses, jockeys, and multiple camera angles.

The presentation to the user would likely be similar to many of the offshore sports betting Web sites. However, the video for the underlying sports TV program would probably occupy a rectangular area in one of the corners of the screen. A page would be provided to allow the client to increase his or her account balance by use of a debit or credit card. A similar page can provide the ability to request payment of winnings to be sent to the customer. Users should be able to navigate to pages that provide the ability to check odds, check scores of past sporting events, check their account balance, check the results of previous bets, and place bets on sporting events in the future.

Various media components need to be produced to implement this scenario. A live video source is needed. A mechanism for inserting events into the transport indicating when the application should become active or make its presence known to the user. There is also a need for some equipment that is capable of combining the video source with iTV applications and wagering data to generate an enhanced live broadcast.