Enhanced descriptions from Syndetics:

This forward-looking book focuses on interactive television and illustrates how it's changing the face of TV broadcasting. It provides important technical, strategic and creative expertise to assist the reader in the development of interactive systems, and his or her assessment of their future business potential.

Table of contents provided by Syndetics

• Preface (p. xvii)
• Acknowledgments (p. xxi)
• 1 Broadcasting (p. 1)
• 1.1 Introduction (p. 1)
• 1.2 What Is Broadcasting? (p. 2)
• 1.2.1 Communication System (p. 2)
• 1.2.2 History of Broadcasting (p. 5)
• 1.3 Broadcasting and Telecommunications (p. 11)
• 1.4 Digital Television and Compression Technique (p. 12)
• 1.4.1 ITU-R 601 Component Digital (p. 13)
• 1.4.2 MPEG Standardization Development (p. 15)
• 1.5 Mode of Delivery: Terrestrial, Cable, and Satellite (p. 22)
• 1.6 Digital Television Standards (p. 24)
• 1.6.1 DVB (p. 26)
• 1.6.2 DVB-S (p. 27)
• 1.6.3 DVB-C (p. 28)
• 1.6.4 Integrated Services Digital Broadcasting (ISDB) (p. 29)
• 1.6.5 HDTV (p. 29)
• 1.6.6 Direct Broadcast Service (p. 30)
• 1.6.7 DTH System Description (p. 33)
• 1.6.8 Costs Comparison of Various Delivery Systems (p. 34)
• 1.6.9 Digital Radio (p. 35)
• 1.6.10 Data Services (Value-Added Services) (p. 40)
• 1.6.11 LDTV, SDTV, EDTV, and HDTV (p. 42)
• 1.7 Advent of Television and Its Social Aspects (p. 42)
• 1.8 New Technology Frontiers in Broadcasting (p. 45)
• 1.8.1 Studio Technology (p. 46)
• 1.8.2 Flexibility of Digital System (p. 47)
• 1.8.3 Multimedia Broadcast Services (p. 51)
• 1.8.4 VOD (p. 52)
• 1.8.5 Information Superhighway (p. 52)
• 1.8.6 Interactive 3D TV Network (p. 55)
• 1.8.7 Provisional Programming Service (p. 56)
• 1.8.8 Multiview TV (p. 56)
• 1.8.9 Hierarchical Modulation Service (p. 56)
• 1.8.10 Emergency Alert Broadcasting (p. 59)
• 1.8.11 Home Servers for Integrated Services TV (p. 59)
• 1.9 Broadcast to Personal Computers (p. 59)
• 1.9.1 Broadcast Push Model (p. 61)
• 1.9.2 Client (p. 62)
• 1.10 Super Surround Audio-Visual System (p. 63)
• 1.11 Tools and Techniques (p. 63)
• 1.12 Analog Cutoff (p. 67)
• 1.13 Development of ITV (p. 67)
• 1.14 T-Commerce (p. 70)
• 1.15 Future (p. 71)
• References (p. 71)
• Selected Bibliography (p. 75)
• 2 Enhanced and Interactive Television (p. 79)
• 2.1 Introduction (p. 79)
• 2.2 What I ITV? (p. 80)
• 2.2.1 Industry Experiences: Going Down Memory Lane (p. 81)
• 2.2.2 WebTV (p. 87)
• 2.3 The ITV Experience (p. 88)
• 2.4 Why Broadcast ITV? (p. 91)
• 2.4.1 Richer Viewing Experience (p. 92)
• 2.4.2 Distance Learning (p. 93)
• 2.4.3 Enchanced VOD (p. 93)
• 2.4.4 Information Retrieval (p. 94)
• 2.4.5 Game Shows (p. 95)
• 2.4.6 Audience Targeting (p. 95)
• 2.4.7 Audience Feedback (p. 95)
• 2.4.8 New Revenue Models (p. 95)
• 2.4.9 Voting (p. 98)
• 2.4.10 Telebanking (p. 98)
• 2.4.11 Walled Garden (p. 99)
• 2.5 Different Types of ITV (p. 99)
• 2.6 Transmissions and Range of Services (p. 102)
• 2.7 Who Can Watch ITV? (p. 104)
• 2.7.1 Set-Top Box (p. 104)
• 2.7.2 Remote Control (p. 106)
• 2.7.3 Television (p. 106)
• 2.8 Key Players in ITV Service (p. 107)
• 2.9 Future of ITV (p. 108)
• 2.10 Conclusion (p. 109)
• References (p. 110)
• Selected bibliography (p. 111)
• Appendix 2.A (p. 112)
• 3 Technology and Standards (p. 113)
• 3.1 Introduction (p. 113)
• 3.1.1 Digital TV Receivers (p. 116)
• 3.1.2 Compact Disc (p. 117)
• 3.2 ITV (p. 118)
• 3.3 Building Blocks of ITV (p. 121)
• 3.3.1 Content (p. 121)
• 3.3.2 Compression (p. 122)
• 3.3.3 Storage Hierarchy and Control System (p. 123)
• 3.3.4 Transmission System (p. 125)
• 3.3.5 Return Path (p. 130)
• 3.3.6 Set-Top Box (p. 130)
• 3.3.7 Subscriber Management (p. 135)
• 3.4 System Description for ITV (p. 136)
• 3.5 Internet Protocol Extension for ITV (p. 139)
• 3.5.1 IP-Based Delivery (p. 142)
• 3.5.2 HTML-Based Design (p. 143)
• 3.5.3 Transporting Interactive Data (p. 144)
• 3.5.4 Integrating Programming in the VBI (p. 147)
• 3.6 JAVA Technology for ITV (p. 148)
• 3.6.1 Receiver Using JAVA (p. 148)
• 3.6.2 Software Environment (p. 150)
• 3.7 Competing Standards (p. 151)
• 3.7.1 ITV for DVB (p. 153)
• 3.7.2 Digitag (p. 155)
• 3.7.3 DASE (p. 155)
• 3.7.4 ATV Forum (p. 157)
• 3.7.5 ATVEF (p. 157)
• 3.7.6 B XML/BML Draft Specification (p. 170)
• 3.8 Interactive Terrestrial TV Integration (p. 172)
• 3.9 A Few System Descriptions (p. 173)
• 3.9.1 Wink TV (p. 173)
• 3.9.2 Intel's Intercast System (p. 178)
• 3.10 Regulatory Environment (p. 178)
• 3.11 Legal Issues (p. 179)
• 3.12 Industry Groups (p. 179)
• 3.13 Summary (p. 180)
• References (p. 181)
• Selected Bibliography (p. 184)
• 4 Content Development (p. 187)
• 4.1 Introduction (p. 187)
• 4.2 Content: In Search of the Killer Application (p. 190)
• 4.2.1 What Do Viewers Want? (p. 191)
• 4.2.2 Commercials (p. 193)
• 4.2.3 Walled Gardens (p. 194)
• 4.2.4 Extended TV Services (p. 195)
• 4.3 Creating an ITV Program (p. 195)
• 4.3.1 ITV Links (p. 196)
• 4.3.2 Displaying TV Broadcasts and Picture in the Web Page (p. 204)
• 4.3.3 Companies Creating ITV Links (p. 208)
• 4.4 Design Considerations (p. 208)
• 4.4.1 Color (p. 209)
• 4.4.2 Bloom (p. 210)
• 4.4.3 Moire (p. 210)
• 4.4.4 Flicker (p. 210)
• 4.5 Enhanced TV Coding (p. 211)
• 4.6 Authoring Interactive Content (p. 212)
• 4.6.1 Tools for Encoding EIA-746 Triggers (p. 212)
• 4.6.2 Authoring Example (p. 213)
• 4.7 WebTV (p. 214)
• 4.7.1 WebTV Browser Navigation (p. 215)
• 4.7.2 Web Page Design (p. 215)
• 4.7.3 WebTV Proxy Server (p. 219)
• 4.7.4 SSL: Securing Transactions (p. 220)
• 4.7.5 WebTV Emulator (p. 220)
• 4.7.6 ITV Programming Examples (p. 221)
• 4.8 ITV Development Resources (p. 222)
• 4.9 Summary (p. 222)
• References (p. 223)
• Selected Bibliography (p. 224)
• Appendix 4.A (p. 226)
• Appendix 4.B (p. 227)
• Appendix 4.C (p. 233)
• 4.C.1 WebTV Link Attributes and Their Syntax (p. 233)
• 4.C.2 WebTV Supports (p. 236)
• 5 Business Models and Potential (p. 239)
• 5.1 The Marketplace Context (p. 239)
• 5.2 ITV Drivers (p. 241)
• 5.2.1 Digital Broadcast (p. 242)
• 5.2.2 Internet (p. 243)
• 5.2.3 E-Commerce (p. 244)
• 5.2.4 T-Commerce on DBS (p. 244)
• 5.2.5 TV Portals (p. 244)
• 5.2.6 Walled Garden (p. 245)
• 5.2.7 E-Mail (p. 246)
• 5.2.8 Content (p. 246)
• 5.2.9 Metadata (p. 246)
• 5.2.10 Metacontent (p. 247)
• 5.2.11 Data Broadcasting (p. 247)
• 5.2.12 VOD (p. 247)
• 5.3 Emerging Markets (p. 247)
• 5.3.1 A Few Trends and Predictions (p. 248)
• 5.3.2 Regional Growth Potential (p. 251)
• 5.4 Market Dynamics (p. 270)
• 5.4.1 Spreading the Risk (p. 270)
• 5.4.2 Commercials (p. 271)
• 5.5 Market and Collaborations (p. 271)
• 5.5.1 Wink (p. 272)
• 5.5.2 DIRECTV (p. 272)
• 5.5.3 Liberate TV (p. 273)
• 5.5.4 OpenTV (p. 273)
• 5.5.5 Microsoft (p. 274)
• 5.6 The Consumer (p. 274)
• 5.6.1 Consumer Preferences (p. 274)
• 5.6.2 Paying Capacity (p. 275)
• 5.6.3 Entertainment Spending (p. 275)
• 5.7 Emerging Business Model for Broadcasters (p. 275)
• 5.7.1 In Search of New Applications (p. 276)
• 5.7.2 Capitalizing on Business Opportunity (p. 277)
• 5.7.3 Redefining the Business Model (p. 277)
• 5.8 Conclusion (p. 277)
• References (p. 278)
• Selected Bibliography (p. 279)
• Appendix 5.A (p. 279)
• Appendix 5.B (p. 280)
• 6 Future of ITV (p. 285)
• 6.1 Introduction (p. 285)
• 6.2 Why Interact? (p. 287)
• 6.2.1 Interaction Modes (p. 287)
• 6.2.2 Human Behavior (p. 289)
• 6.3 Contextual Usability (p. 294)
• 6.4 In the Research Lab (p. 301)
• 6.4.1 DAB for Traffic, Travel, and Tourism Information (p. 301)
• 6.4.2 Data Delivery Services (p. 302)
• 6.4.3 IDMB (p. 303)
• 6.4.4 Two-Way Broadband DBS (p. 303)
• 6.4.5 Emerging Services (p. 304)
• 6.5 Gazing into the Crystal Ball (p. 304)
• 6.6 Conclusion (p. 308)
• References (p. 309)
• Selected Bibliography (p. 309)
• Appendix 6.A (p. 310)
• 7 Case Studies (p. 317)
• 7.1 Case Study: United States (p. 318)
• 7.1.1 Terrestrial DTV (p. 318)
• 7.1.2 Cable (p. 318)
• 7.1.3 Satellite (p. 319)
• 7.1.4 American Viewers (p. 320)
• 7.1.5 Key Players (p. 320)
• 7.2 ITV in Europe (p. 324)
• 7.2.1 United Kingdom (p. 326)
• 7.2.2 France (p. 334)
• 7.3 Australia (p. 337)
• 7.3.1 ITV in Australia (p. 337)
• 7.3.2 Key Players (p. 338)
• 7.3.3 Pizza Hut T-Commerce (p. 338)
• 7.4 Lessons Learned from the Case Studies (p. 339)
• 7.4.1 The World Is Going Digital (p. 339)
• 7.4.2 Business Is Changing (p. 339)
• 7.4.3 Far-Reaching Impact of T-Commerce (p. 339)
• 7.4.4 Radical Structural Changes Are Required to Face the Change (p. 339)
• 7.4.5 Collaboration and Mergers Key to Survival (p. 340)
• Selected Bibliography (p. 340)
• Glossary (p. 341)
• About the Author (p. 393)
• Index (p. 395)