As content owners brace for a more interactive and robust platforms on cable systems based on the industry’s “tru2way” spec, ABI Research today predicted that half of U.S. cable subs will have tru2way-enabled set tops by 2013. But that doesn’t mean it will be smooth sailing on the road to content Nirvana. After all, tru2way won out after a contentious fight with the consumer electronics industry, which had been pushing for its own DCR-plus platform. The 2 sides have largely reconciled, with Sony, Panasonic and several other big players already agreeing to build tru2way boxes. However, ABI’s prediction of 50% penetration hinges largely on how well the cable industry and CE makers can work together—all while content producers try to make plans for what to do with the platform, and when. And despite efforts by CableLabs to certify tru2way boxes, ABI principal analyst Steve Wilson argues that interoperability testing is still inadequate, noting that “if applications and devices aren’t portable across cable systems, a retail market will never appear.” For content owners anxious to offer interactive advertising, polling via the remote control and other cool features, that interoperability will be key. After all, networks certainly don’t want viewers in certain cable systems (or using certain set tops) to face glitches while trying to vote for the next reality-TV winner. At the same time, the creative minds at the nets want to stay focused on making great shows—not worrying about technology hazards.

The Daily

Subscribe

People

ESPN promoted two executives to svp roles. Brian Lockhart is now svp, ESPN+ original content and

Read the Full Issue
The Skinny is delivered on Tuesday and focuses on the cable profession. You'll stay in the know on the headlines, topics and special issues you value most. Sign Up

Calendar

Jun 10
The FAXIES Awards – Virtual CelebrationSave the Date! - June 10, 2021
Jul 16
Diversity List – 2021 Nominations Due: July 16, 2021
Sep 10
Most Powerful Women – 2021 Nominations Due: Sept 10, 2021
Dec 7
Most Powerful Women CelebrationSave the Date!
Full Calendar

Jobs

Seeking an INDUSTRY JOB?
VIEW JOBS

Hiring? In conjunction with our sister brand, Cynopsis, we are offering hiring managers a deep pool of media-savvy, skilled candidates at a range of experience levels and sectors, The result will be an even more robust industry job board, to help both employers and job seekers.

Contact John@cynopsis.com for more information.