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This study seeks to explore the possibility of adopting the interactive TV (iTV) as an alternative for the PC at the user‐end and also to explore the corresponding practicability for any firm which wants to play an active role in the commerce associated with the iTV.

Through investigating the available literature related to the architecture and commerce of the current iTV in detail, this study explores the possibility and practicability of adopting the iTV as an alternative for the PC at the user‐end.

There is a feasibility for providing the direct interactivity between viewers and any firm – the feasibility that is (conceptually) ignored or (physically) blocked in the current iTV architecture. The proposed business concept emphasizes that this feasibility should be available to the firm which wants to play an active role like that in the B2C e‐commerce.

There is a limited literature about the architecture and commerce of the current iTV. Furthermore, the corresponding business environment of the iTV is not mature, and thus there are hardly any relevant and reliable empirical data available.

This study describes a practicability for any firm which wants to play an active role in the commerce associated with the iTV.

This study pioneers the commerce associated with the iTV from the perspective of media commercials and any firm not in the iTV value chain, and thus opens up a practicability for the firm which wants to play an active role in the iTV commerce.

This paper is dedicated to answer two questions: What is the business model of interactive television (iTV) ad at China’s Spring Festival Gala; and Why the business model of iTV ad creates different commercial values for different firms.

The two questions can be summarized as what and why problems; so, this paper adopts the method of the qualitative case study. For the first question, this paper uses the method of system activity diagram to design the business model. For the second question, this paper proposes a new analytical method – voice, incentive and convenience (VIC) model, which is used to analyze the commercial value of iTV ad. The proposal of VIC model is based on Wang et al.’s Iceberg theory.

The effect of interactive advertising is significantly better than that of traditional advertising, and interactive advertising is becoming the first choice for marketers. The business model innovation of iTV ad brings new business opportunities. In addition, the larger the area of the triangle surrounded by the three elements of VIC, the higher the commercial value of iTV ad.

Current business model studies focus on business model definitions and innovations, whereas the studies on business model evaluation and its influential factors are rare. A new analytical model named VIC is proposed. It explores the effect of VIC on the commercial value of iTV ad and provides a reference for the quantitative empirical analysis. The combination of activity system theory and VIC model contributes to the understanding of the explicit knowledge and tacit knowledge of iTV ad business model. This framework can be used to guide TV stations and stakeholders for business model innovations and optimizations.

The purpose of this paper is to outline the historical and political broadcasting conditions that hindered the success of British professional wrestling and allowed the rise to dominance of the American World Wrestling Federation.

Because of the nature of professional wrestling, the paper utilises a range of secondary sources (audience research conducted by the Independent Broadcasting Authority, and interviews with retired wrestlers) and primary research (government papers, magazines, newspapers).

The paper finds that the World Wrestling Federation benefited from neo‐liberal television policies, but also created a product that attracted a new generation of fans.

The paper examines an under‐researched area of study (British professional wrestling) to explore and complicate existing debates about sports marketing and British media institutions in the 1980s and 1990s.

A year into the launch of TiVo—the “revolutionary new personal TV service that lets you watch what you want, when you want”—John Tebona, VP of business development, was faced with important decisions about TiVo's revenue model and strategic alliances. With television's move from a network-based model to an interactive one, he had to decide what role TiVo would play in the emerging industry landscape. Would TiVo be just a set-top box or would it live up to the vision of revolutionizing the television viewing experience? What revenue streams should it emphasize to capture the most value? What strategic relationships must TiVo form in an environment where companies were cross-investing in multiple technologies across different industry segments? How could it expand its customer base and accelerate its revenues before competitors like Microsoft's WebTV became the default standard?

To understand that disruptive innovation from a value creation standpoint may not mean a profitable or viable business from a value capture standpoint; products are far easier to create than robust business architectures with solid profit engines; the future of interactivity is clouded by the conflicting visions of the varied players; and control over standards is a valuable choke point.

The purpose of this paper is to investigate the moderating role of structural autonomy in the relationship between innovation strategy and performance of international technology services ventures (ITVs).

Data were collected from 200 ITVs serving markets outside their country of origin. Instrumentation followed standard procedure by adapting validated and parsimonious items from existing literature. Factor and hierarchical multiple regression analyses were applied to examine the hypothesised relationships.

The results indicate a significant relationship between innovation strategy (namely service products innovation, process innovation and administrative innovation) and performance of ITVs. Structural autonomy moderates the relationship between process innovation, administrative innovation and performance. There is no moderating effect of autonomy in the association of service products innovation and performance.

The study corroborates the argument that service firms have more to gain by granting autonomy. In the context of ITVs, such gains are directly linked to performance through enhanced innovation in service products, processes and administration. It adds to the growing suggestions and rebuttals in the literature of a trade-off between innovation and communication; and between exploration of new knowledge and exploitation of existing knowledge in organisations when there is autonomy.

Management can increase innovation and performance by granting greater autonomy to employees. Managers who are concerned that autonomy’s capacity to increase innovation capability may come at the expense of intra-organisational communication can be assured that intra-organisation communications can exist in the face of autonomy, and there is no real trade-off after all. Similarly, there is no basis for any concern for potential trade-off between exploration of new knowledge and exploitation of existing knowledge in organisations.

Research suggests that autonomy of subsidiaries, units, groups or individuals encourages innovation, and that innovation strategy can enhance organisational performance. However, there is a counter-argument that same autonomy potentially hinders exploitation and performance of innovations. The study sheds more light on these anecdotal views based on data from ITVs.

The purpose of this paper is to present a process to evaluate the usability and usefulness of a high-fidelity prototype of the +TV4E platform (removed for blind review), an iTV service which aims to promote the info-inclusion and quality of life of Portuguese seniors by delivering informative contents about public and social services.

The research presented in this study is qualitative and uses an inclusive and participatory co-design process involving seniors to evaluate usability of an iTV service with support of the Post-Study System Usability Questionnaire (PSSUQ) tool and a questionnaire survey. The participants were 11 individuals, over 65 years enrolled in an adult day care center in Aveiro city, Portugal (removed for blind review).

Findings from this study allowed to assess some key aspects in the +TV4E platform implementation that should be addressed in its final version. Using the PSSUQ tool as well as a questionnaire survey confirmed the relevance of this platform to meet seniors’ informational needs.

This original research offers insights on how valuable is including potential users in the development and test phases of an innovative technology which intends to offer more adequate tools to improve seniors’ info-inclusion and quality of life. Also, it is possible to understand what should be considered when evaluating a prototype intended to be used by seniors.

The ITV Schools Service has sometimes been called the secret service because it is transmitted during hours when a large part of the adult television audience is away from home. Yet the achievement of these programmes has grown steadily over the past 30 years, to a point where well over 80 per cent of primary and secondary schools use them.

TV changes in several disciplines concurrently: from analogue to digital, from scheduled broadcasts to on‐demand TV on the internet, from a lean‐back (passive) to a lean‐forward (active) media, from straight watching to the consumption of content connected to additional services, from the sole TV viewer to the viewer being part in social networks and communities regarding to the TV content, etc. The purpose of this paper is to demonstrate the adaptation of design and realization of TV program formats to the changes that happen to television. In addition, the paper would like find out how to support the design of interactions, dynamic narrations and content types as well as the role of the internet within these processes and this application area.

Currently, there exist many approaches towards the development of social, collaborative, and interactive TV program formats and systems. Within the scope of this paper, the authors present latest case studies and example program formats for each case. The paper examines them concerning their interaction possibilities and architecture as well as the influence and utilization of the web. Finally, the paper provides a simple categorization according to the narration character, content, and interactivity types of the listed TV program formats.

Caused by the collaborative and interactive characteristic of the web, a big influence of the web concerning the hardware‐ and content‐sided development of TV is discovered. Nevertheless, the web's potential is absolutely not exploited in this area, neither to give more dynamic to the narration, nor to appreciate the content type or the interactivity. Finally, the paper identifies a high effort, occurrence and development in the interactivity, in contrary to the narration characteristic and content types.

Only one representative, example TV program format enabling interactions by the viewer for each case in the paper, has been chosen. The authors make no claim to be complete, in covering all genres, possibilities of interaction or TV program formats existing for the field of interactive/social/collaborative TV.

This paper presents an extension of a previous paper presented at the MoMM2009.

The deployment of next generation communications (NGC) progresses unevenly, frequently suffering from insufficient interoperability. Interoperability remains a fundamental driver for NGC diffusion, but existing theories remain vague on how to ensure its provision. Since interoperability features increasing returns and public good regimes, its market provision may be hampered. At the same time, public efforts might be ineffective when colliding with private operators' incentives. Sometimes, the policy instruments used might even distort technological diffusion and competition in a way incompatible with a market‐neutral approach. This paper aims to investigate these issues.

This paper first reviews the literature on the economics of standardisation, the provision of private and public goods and the regulation of NGC. Then, it illustrates the EU policy on interactive television. Finally, it presents a research case study, analysing the recent implementation of this policy in Italy.

Coherently with the hypothesis of the literature, the case study confirms that the public‐private interplay for interoperability is complex, and that the public and subsidised provision of an open standard might be captured by private interests.

The case study is representative of the dilemmas affecting future policy‐making in NGC. More case studies will corroborate the above findings, better clarifying the available options to ensure a virtuous public private interplay.

Policy should be carefully framed in a way to impose market‐neutral implementations. Further, open standards – although valuable – are not a panacea and can be useless when systemically tied to other proprietary intellectual property rights (IPRs).

This is a first case study in a new field of policy assessment. The evidence provided is valuable for scholars, practitioners and policy‐makers dealing with NGC.