Coming TV interactivity

http://www.broadcastingcable.com/article/366272-CTAM_Summit_2009_Comcast_s_Burke_Tells_TV_Biz_To_Help_Stop_Cord_Cutting.php

Aggregation still key online, CANOE can help cable:

Laura Desmond, CEO of Starcom MediaVest Group, appeared on the same CTAM panel, titled, "The Future of Advertising," saying that clients such as Procter & Gamble are well on their way to preparing themselves for a new world of media, one that gives them the same advantages in digital media as they receive from their long relationship with the mass media players. She applauded the efforts of aggregators such as Comcast's Fancast and Hulu, which just received a big ad buy from Starcom's MediaVest unit.

Desmond said addressability, the kind being prepared by the cable industry's Canoe Ventures and others, would help advertisers minimize waste. She suggested that around 40% to 50% of a typical primetime ad buy was wasted on viewers not interested in the product or service or outside of the advertisers' target.

AND Comcast COO Burke thinks the interactive capabilities of cable will apply equally to content creators not just advertisers. He envisioned a future where cable users might be able to vote for their favorite American Idol contestant thanks to EBIF, a software application being rolled out by Comcast to allow for interactivity. Such interactivity would be available system wide in 2010.