ITV

Results and outlook

1. Cycle of interaction

The complete technical cycle of interaction in an interac-tive television channel broadcast by digital terrestrial means was set up in Austria for the first time using the DVB-T and MHP standards as well as return channels.

2. Raised awareness

The broad-based range of participants in the pilot test and the accompanying communication measures attracted increased attention to the upcoming developments of digital television in the business world, politics and in the public eye.

3. Know-how acquisition

The television stations (ORF and private stations) as well as the IT companies involved in the project are now more prepared for the challenges and interactive possibilities of the MHP standard due to the considerable know-how they have gained through this project.

4. Development of business models

Future business models based on MHP applications using a return channel were recognized and tested successfully by broadcasters and content suppliers in the pilot tests.


	Pilot operation for digital terrestrial television and interactive MHP applacations
the project !TV4GRAZ applications production results imprint	Results and outlook 1. Cycle of interaction The complete technical cycle of interaction in an interac-tive television channel broadcast by digital terrestrial means was set up in Austria for the first time using the DVB-T and MHP standards as well as return channels. 2. Raised awareness The broad-based range of participants in the pilot test and the accompanying communication measures attracted increased attention to the upcoming developments of digital television in the business world, politics and in the public eye. 3. Know-how acquisition The television stations (ORF and private stations) as well as the IT companies involved in the project are now more prepared for the challenges and interactive possibilities of the MHP standard due to the considerable know-how they have gained through this project. 4. Development of business models Future business models based on MHP applications using a return channel were recognized and tested successfully by broadcasters and content suppliers in the pilot tests.	5. Viewer acceptance of MHP-based content An initial analysis of the market research that accompanied the project in over 150 test households shows a high level of acceptance for the attractively designed features of MHP-based, digital videotext. However, the subjects‘ judgments are primarily based on the content quality and quantity offered in videotext applications to date, and they assess interactive, return-channel based functions critically in terms of creativity and usefulness. Consumers also pointed out the loading time for MHP applications as a primary criterion for use. 6. EPG Viewers expect an electronic program guide (EPG) in future content offerings, and this guide must be more than just an up-to-date program overview. For example, EPG features such as search functions by genre and – as offered in Graz – a six-day preview are considered critical to success. 7. Picture quality One outstanding feature of digital terrestrial television is DVB-T‘s excellent picture and sound quality compared to analog transmissions.