Tcommerce: Transforming the Economics of Television

This two-part session will begin with a panel discussion that includes several executives who are closely involved in the US cable industry's ongoing roll-out of tcommerce. The panelists will update attendees on the current status of that roll-out, and will also examine cable's tcommerce plans for the future. In addition, they will explore the larger question of whether and how tcommerce--and the direct monetization of programming and advertising that it promises to make possible--could fundamentally transform the economics of television. (Note: Attendees who are interested in continuing the discussion of cable's tcommerce plans may also want to attend the Canoe Product and Technology Workshop, 10:45AM-12:00PM--see below.)

The session will conclude with a presentation by a senior executive from tcommerce pioneer, HSN, on a recent initiative which employed EBIF-based interactive TV as part of a marketing campaign that represented a unique convergence of entertainment content and tcommerce.