Dish, CNN Get Interactive with TV News
Dish Network is launching a CNN Enhanced TV channel featuring a system that lets viewers explore background on stories of interest using their remote control.
The service uses technology from OpenTV to allow viewers to continue watching CNN’s live broadcast while accessing up to 5 different CNN news reports from CNN.com in text format. OpenTV’s technology works on both cable and satellite and has been used to run interactive ads for Dish advertisers such as Mercedes Benz, whose ads allowed consumers to order a brochure, set up a test drive, or view a photo gallery and look at vehicle specs.
While OpenTV’s system enabled response rate tracking and ad targeting, EchoStar and various advertisers have opted not to target due to privacy concerns. EchoStart is considering an incentive system by which subscribers receive bonus features or discounts for agreeing to receive targeted advertising.
