CTAM SUMMIT 2010: Why will iTV work this time?

By Lesley Hunter

NEW ORLEANS – There’s never been a better time for interactive television. And it’s not just the cable industry that’s pushing it, consumer expectations are helping to drive the technology, too.That’s the message CTAM conference attendees heard during a panel discussion on iTV Monday during the opening day of the CTAM Summit in New Orleans. As broadband-enabled Internet disrupts cable’s traditional advertising and video distribution models, EBIF (Enhanced Binary Interchange Format)-enabled iTV represents a strategic – and potentially lucrative – opportunity for broadcasters, cable and marketers, say its believers.But we’ve been teased by iTV’s potential before only to have it...