Research: Prime-time audience finally ready for interactive television

August 15, 2007, 5:17 PM UTC
Fortune

A new report from Forrester Research suggests that consumers might be ready for interactive TV at long last.

Why the surge in interest? Electronic program guides, those on-screen menus that show what’s on, have primed the public: More than a third of viewers use the menus, and people who use the guides are 63 percent more likely than others to want next-generation TV features.

The data has implications for Apple (AAPL), Microsoft (MSFT), Sony (SNE) and Tivo (TIVO) all of whom have thrown their hats into the ring on next-generation television.