Interactive TV Will Prevail, Leo Hindery Tells @d:tech New York

Advances in interactive functionality will propel television over the personal computer as the premier ubiquitous communications, entertainment and information access device of the future, Leo J. Hindery Jr. said in a keynote address at @d:tech New York on Monday.Mr. Hindery, formerly President and Chief Executive Officer, AT&T Broadband & Internet Services, described a paradigm shift in which merely watching television will become as past tense as dialing the telephone. ""This shift will create a uniquely TV-centric, Internet-like experience in which the viewer's relationship with the television will move from passive to interactive,"" he said.The advent of broadband services presents an extraordinary opportunity for advertisers to move beyond traditional media to gain access to customers in an entirely new way that could be more effective than that offered by the Internet today.""Interactive television is entirely new and like nothing consumers have ever seen before,"" Mr. Hindery said. ""It offers an exciting opportunity for advertisers and marketers to approach consumers in their own homes in a way that is effective and persuasive. In turn, the consumer will be able to respond to the advertiser when and to what degree he or she wants. The sky's the limit.""Mr. Hindery spelled out seven critical points that he believes must be addressed to assure that consumers adopt high-speed broadband connections:- The technology must become more accessible and ubiquitous - Interactive products must be launched in a timely fashion, and must be reliable upon launch - Advertisers and marketers must work closely with distributors to assure quality execution- The products must be easy for consumers to use- The industry must strive to protect the privacy of consumers- The industry must address what Mr. Hindery called the ""growing digital divide,"" and assure equal access of broadband technology-. Make the customer the primary focus, and provide great consumer service.Mr. Hindery's keynote at @d:tech New York came less than one month after he shocked the broadband world by resigning as CEO of the nation's largest cable operator.About @d:tech @d:tech.NewYork is one of the @d:tech series of conferences, the world's leading event focusing on Internet marketing, advertising and commerce and exploring how the Internet and associated technologies are impacting the practice of marketing communications worldwide. @d:tech is produced and managed by eMarketWorld (formerly known as ConEx Marketing, Inc.), founded in 1994, and based in Richmond, Virginia. eMarketWorld also manages and produces eHealthcareWorld, the first in a series of eMarketWorld conferences and expos designed for executives of targeted vertical industries. Promising to be the most comprehensive, productive and focused series of events covering all aspects of Web commerce, eMarketWorld plans 55 conferences over the next 18 months including an additional eight vertical industries targeted with individual specialized eMarketWorld events.

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