Interactive television in Germany soon reality?

Interactive television - a definition

Active participation in quiz programmes or lotteries as well as the active intervention in the TV programme can be subsumed under the term "interactive television". This is made realisable through the digitalisation of the television broadcast, which is strived to be completed in 2010. In addition, digital TV offers improved sound and image quality as well as an extended programme diversity. The TV viewer needs therefore a Set-Top-Box or alternatively a TV set with an integrated receiver. However, the possession of a Set-Top-Box does not automatically mean that interactive services can be used.

The difficulty in Germany

Interactive services can only be used with a Set-Top-Box containing a MHP solution. The Multimedia Home Platform (MHP) of the Digital Video Broadcast (DVB) is a technical platform for interactive television and standard in Europe. This platform offers a uniform and open interface for all participants in order to develop interactive surplus services. The difficulty in Germany is that MHP Set-Top-Boxes only enjoy a very limited diffusion. Reasons lie thereby in the missing sensibilisation of the population concerning the topic "interactive television". The majority of the TV viewer is not aware of the possibilites that interactive television offers already today. Critically must be also judged the small offer of Set-Top-Boxes with the MHP standard and the therefore elevated prices.

The low diffusion is also caused by a very limited offer of MHP applications. A cutting edge has here the German TV station ARD. During sport programmes or talk shows additional information can be retrieved. A participation in quiz programmes is made realisable by ARD and RTL.

The majority of interactive applications, that are currently on-air, are limited to the recall of background information, so that only a small improvement in comparision to the teletext can be achieved. Slow loading times of the applications deteriorate the TV consumation furthermore. Critically is also the low publicity, that interactive formats obtain. As a consequence one is often not aware that the programme offers interactive services.

Interactive Europe

A complete different picture arises when one dares a look across the borders. 1 Million MHP Set-Top-Boxes were for examples sold in Italy. Achieved was this among others especially through public subventions. A cutting edge has Great Britain, where 1 million TV viewers participate actively in interactive programmes. Especially, interactive games, the ordering of information materials and products as well as the participation in loteries are very common.

Beneath Great Britain, interactive television plays an important role in the scandinavian countries such as Norway and Swede. The success in the European neighbour countries confirms that the demand for interactive television exists and that one can anticipate a high acceptance on behalf of the TV viewers.

Chances of interactive television

Irrespective of existing problems in Germany, one has to take into account that the possibilites of interactive television are nearly unlimited. EPGs (Electronic Program Guides), game shows with the option to participate, shopping at the push of a button are only several possibilities. Surplus value for all participants is achieved through interesting, interactive formats.

TV producers can differentiate themselves from competitors with innovative formats and deprive themselves from the increased competition of the sector. TV broadcast stations can achieve higher audience ratings and a stronger customer loyalty through attractive programmes. In addition, further income can be achieved through the possibility of product sales at the push of a button. Comfortable shopping via the remote control, active participation in quiz programmes and comfortable retrieval of additional information is offered.

Seminal realisation possibilities

Regarding all these difficulties, TeleClix has aimed at developing attractive applications and promoting interactive television in Germany. The main focus is thereby the development of user friendly solutions, which guarantee a high acceptance. An easy comprehensibility and the creation of surplus value for TV producers, TV broadcast stations and especially for TV viewers takes center stage in the philosophy of TeleClix.

The LiveLink system was developed under these conditions. The later is the first and worldwide unique system that links moving objects or persons and background information synchronously together. This means in detail that for example a guest in a talk show is fitted with an infrared transmitter and as a consequence a synchronous moving point can be seen on the TV screen. If one for example pushes the red button of the remote control, information about the particular person can be obtained. Realisable is also the ordering of books or CDs, which have a connection to the guests of a talk show, for example.

The principle can be easily understood by the TV viewer and can be integrated into various different programmes. The absolute novum is that the LiveLink system can also be implemented into live programmes. As a consequence, the possibilites of interactive television are expanded.

In addition, TeleClix has developed another product, the so-called LiveExpress. This product enables the automatic conversion of different import formats such as SVG, SWF or also MS PowerPoint to MHP applications. Thereby, the creation of interactive applications is facilitated. In addition, the realisation of interactive MHP applications is also made possible for staff in advertising agencies without technical know-how.

Outlook

Several problems impede currently the breakthrough of interactive television in Germany. This is due to an unsufficient publicity of the part of the government and of those TV broadcast stations, that already broadcast interactive applications.

The aim must therefore be to inspire TV viewers through targeted publicity campaigns. First steps are made by the initiative ClickTV, whereby some Set-Top-Box producers and software developers work close together in order to promote the interactive television in Germany. Also TeleClix supports this initiative, which will present itself at the IFA 2005.

In addition, there is need for attractive applications, that improve the TV consumption sustainable. TeleClix has developed products that offer surplus value to all participants.

A positive outlook for interactive television in Germany can be nevertheless formulated, especially when looking at the success of other countries. However, interactive television can only become reality in Germany, when all participants, such as TV broadcast stations, Set-Top-Box producers and government representatives cooperate together.

02.september 2005

TeleClix GmbH
Herr Schulz-Heyn, Geschäftsführer
Rosa-Luxemburg-Str. 4d
14482 Potsdam
Phone: 0331 870 007 90
Fax: 0331 870 007 96
E-mail: schulz-heyn@teleclix.com