From the Editor --
Advancing the art of advertising
What's the best thing to happen to interactive TV since the invention of the remote control? Scale, says David Preisman. In this edition of iWay, the Showtime Networks iTV strategist talks about why the key to the iTV business revolves around audience reach - and how Showtime is putting its philosophy into practice.

Leveraging new standards like EBIF, Preisman and his team are working to make sure the applications they invent enjoy the widest reach possible. Read on and find out more.

Editor: Stewart Schley
Veteran Industry editor and analyst
E-mail: stewart@stewartschley.com
iWay
Perspectives on Interactive TV
June 2009
Editor: Stewart Schley

Showtime Networks Prime time for iTVshowtime
There's a "perfect storm" brewing that promises big things for interactive television, says David Preisman, Vice President of Interactive Television for pay-TV provider Showtime Networks Inc.

He should know. An iTV veteran who has been developing and overseeing applications for Showtime since 1999, Preisman has lived through the unrequited hype and false starts of the past

But today, a confluence of new technologies and new consumer expectations has produced a breeding ground for iTV adoption like we've never seen, he says. Here, Preisman shares his views about the iTV market in general, along with compelling examples of how Showtime is leading the wave. Click here to read full article...




The 4 other reasons for EBIF
Welcome to iWay, the online newsletter that links together people who are bringing creative ideas to interactive television.

Recent focus and attention has certainly been on EBIF for targeted advertising. The reasons are pretty simple. A larger base of set tops can run EBIF applications and in the near term, the deployment of EBIF is likely to occur more rapidly than Tru2way.
Click here to read full article...