Broadcasters Eye ITV Potential


Interactive TV still hasn't grabbed a foothold in the U.S. cable market, but
that's not stopping broadcasters from studying the concept.

The National Association of Broadcasters plans to hold a "super session" on
interactive TV at its convention in Las Vegas next month.

Gemstar-TV Guide International Inc. CEO Jeff Shell will give a keynote
address at the session, titled, "Ready for Primetime: Interactive Television
Transforms Advertising and the Broadcast Business Model."

Following Shell's address, Starz Encore Group LLC vice president Greg DePrez
will participate in an interactive-TV panel that will also include Starcom
MediaVest Group VP Tim Hanlon, Nielsen Media Research VP David Harkness, Ltd. VP Tim Larcombe and Walt Disney Internet Group VP Rick