Video dial tone (VDT) is the name for a revolution in wide‐area interactive multimedia communication. Technical advances in telecommunications and recent judicial rulings make possible a wide variety of two‐way video‐based information services available anytime, anywhere. These new services will transform the business environment, especially marketing, and will also result in a “consumer power” revolution, in which the consumer has more information, and more leverage, than ever before. The major changes precipitated by VDT will create major opportunities for marketers who are quick to capitalize on those changes.
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