Project ID: 127
Title Interactive Television: Impact on the Australian TV Industry - MARIA JAKOVLJEVIC
DESCRIPTION  This project will analyze opportunities and obstacles for Interactive Television (ITV) in Australia. The research will start with a recapitulation of Australian TV history and draw parallels between the development of the industry and current interactive initiatives. The core of the research is an online survey analysis of different opinions regarding ITV development. The project will look at institutional structure and economic model of ITV in Australia which will be valuable for future audience research. The EU has led the way in the innovation of digital and ITV in the world. One of the research aims is to compare EU ITV experiences with the potential for interactive television in Australia. ITV development will be driven by revenue of interactive advertising. The research will analyse interactive TV activities of key advertising agencies in Australia.
TYPE Television
INSTITUTION  University of Melbourne
KEYWORDS interactive television (ITV), new media
Researcher Role Institution Department
Maria Jakovljevic Research higher Degree Student University of Melbourne The School of Culture & Communication