Observatory: New interactive advertising formats on television. A proposal for their analysis and classification This article investigates the area of interactive advertising on television, an emerging phenomenon that has not been extensively explored by the literature and with significant potential for development. The findings provided are based on those obtained as part of the research entit...

OBJECTIVES This study assessed the relative effectiveness and cost effectiveness of television, radio and print advertisements to generate calls to the New York smokers' quitline. METHODS Regression analysis was used to link total county level monthly quitline calls to television, radio and print advertising expenditures. Based on regression results, standardised measures of the relative effe...

PEZDEK, KATHY; LEHRER, ARIELLA; and SIMON, SARA, The Relationship between Reading and Cognitive Processing of Television and Radio. GHILD DEVELOPMENT, 1984, 55, 2072-2082, This study compares the relationship between comprehension and memory for text and television, and comprehension and memory for text and radio, 2 stories were edited to create 3 matched versions of each—-(1) a storybook with ...

The success of digital television will depend largely on the reactions of the final user. In this paper, we explore some of these reactions focussing on the test-introduction of digital television in Flanders (Belgium). Based on the findings of two digital interactive test-projects in Flanders, we will look more closely into three specific topics: (1) the domestication of television and its con...

Internet provides an interactive mode for information retrieval. But its bandwidth is narrow. TV can provide broadband service. Usually, it is not interactive. In China, the CATV (CAble TeleVision) is very popular and is mainly running in one-way mode. It is expensive to rebuild the CATV from one-way to two-way. Using Prefetch System, we can achieve the virtual Internet and virtual two-way comm...

Interactive TV research spans across a rather diverse body of scientific subfields. Research articles have appeared in several venues, such as multimedia, HCI, CSCW, UIST, user modeling, media and communication sciences. In this study, we explore the state-of-the-art and consider two basic issues: What is interactive TV research? Can it help us reinvent the practices of authoring, delivering, a...