Cable Tv has long been considering ways in which they could create an interactive experience for viewers. Most plans fell to the wayside and were not taken seriously due to lack of interest, as well as, a surge in more profitable sectors including digital cable, high-speed Internet, and telephony. Any interest that was given to Interactive Television (ITV) centered around shopping. Analysts such as Gary Arlen, president of Arlen Communicaitons, note that the rise of e-commerce has made consumers more comfortable with buying things from a screen. Despite the reluctance of consumers to adapt, and due to the change in consumer spending habits, cable TV operaters have a renewed interest in ITV and are trying to work out a way that viewers can use a remote control to make purchases as instantly as they change channels.
Time Warner Cable has teamed with eBay to smooth the transition and for a test group of 50,000 participants in the Austin, Texas area, ITV became a reality last......
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