Interactive television: A model of analysis of business economic dynamics

The purpose of the paper is to understand from a business point of view, how the move towards interactive television is not limited exclusively to technology valence, but also has a profound impact on the whole system. From the types of offer to modalities of consumption, from technological and productive structures to business models. In order to analyse the relationships and links this study is organised around two significant dimensions of analysis. The first analytic dimension can be divided into three areas: • observation of the current state; • determining economic factors; • development guidelines The second analytic dimension is, conversely, aimed at understanding the interactions among the following categories of the survey; • technological development; • sector development; • economic implications for the business. Reference to the economic implications for the business in this paper will focus on only some strategic and management problems that broadcast management have to cope with, such as the modality of consumption, offer types, and profit types. The proposed model comes from the need for an integrated scheme of analysis that can express the business economic position as the result of interactions among interactive digital technology, the industrial structure and forms of competition.