Canoe ITV is Dead. Long Live Interactive Television! - Mark Risis-TiVo

As we bid adieu to Canoe let39s not declare Interactive TV dead in its wake Interactive TV is in fact very much alive thanks in large part to the efforts of Canoe ITVOne of Canoe ITV39s greatest accomplishments which we should acknowledge posthumously accordingly was that it to put a big shiny spotlight on the notion of making interactive television a reality Unlike the previous attempts over the last decades which were stifled by technological limitations Canoe ITV was choked by the sheer messiness and immovability of it all especially compared to lofty goals and overhyped expectations set for it Yet in the process Canoe did an invaluable service the benefit of which will be felt for years to come They made everyone take notice and really pay attention to interactive television for the first time Agencies advertisers technology partners and distributors had to dedicate mind share to evaluating the space Perhaps most importantly Canoe made all stakeholders accept the realities that sparked the conversation in the first place amp8211 new consumer behaviors and expectations born from new technologies significantly complicated the process by which marketers traditionally had been able to connect with consumers The path to influencing minds and hearts with the goal of driving sales continues to evolve and Canoe ITV was successful in making that knownAs the focal point of the conversation they benefitted from the attention but also they took the brunt of the criticism Anyone close to the space saw the writing on the wall two years ago amp8211 Canoe39s very public failure to bring addressability to life was the first sign that it was going to be a scapegoat for the industry39s inability to navigate an impossibly messy environment created from a complicated ownership structureYet there is another story here one that39s been brewing for years very much going on right now and still unfolding In this story the goals of allowing a television viewer to interact with television are less ambitious amp8211 and at the same time much more successful Here is the cast of characters and some of their more notable and admirable achievementsDish and DirecTV showed how a comprehensive integrated TV footprint fueled with a concentrated linear buy can translate to spot interactivity and how a branded experience on the TV can be bold and beautiful and really funCablevision demonstrated how a robust infrastructure can power tremendous engagement and bridge the link to content and commerce seamlessly even empowering a viewer to get a call with a click of the remoteRovi expanded the program guide to allow for networks and advertisers to increase their time spent with elusive TV viewers and is now spearheading the drive to bring brands to connected TVs and related devicesAnd us TiVo looked soberly at the behavior it created timeshifting one that has fueled the businesses of all those listed here and countless other parties and turned it on its head by allowing for the fantastic ride of the TiVoDVR empowered viewers to be equipped with a seat for networks studios and brandsTake the pieces laid out above en sum amp8211 there39s quite a bit there and a few more players can be reasonably added to the list making the picture even more compelling amp8211 ATampampT Verizon Time Warner and Comcast It is an ecosystem that39s a lot of things comprehensive compelling targeted actionable synchronized and efficient Add it up and it39s pretty darn close to 100million homes An impressive accomplishment and maybe the rightamp8230and provenamp8230path for those left standing in the wake of the great Canoe to aspire towards togetherLong live Interactive TelevisionMark Risis is Director of Interactive Advertising Sales for TiVo Inc Mark can be reached at mrisistivocom Read all Markamp8217s MediaBizBloggers commentaries at InteracTiVotyCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerMediaBizBloggers is an openthought leadership blog platform for media marketing and advertising professionals companies and organizations To contribute contact Jackmediadvisorygroupcom The opinions expressed in MediaBizBloggerscom are not those of Media Advisory Group its employees or other MediaBizBloggerscom contributors Media Advisory Group accepts no responsibility for the views of MediaBizBloggers authors

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