BT Interactive TV begins to recruit customers for world-leading trial with more than 100 content providers.NEW YORK--(BUSINESS WIRE)--June 22, 1995--BT (British Telcommunications plc) today announced that it has started recruiting customers for BT Interactive TV, its world-leading market trial of interactive multimedia services. The trial, which starts this summer, will involve about 2,500 customers in Colchester and Ipswich in the U.K.
All customers will be recruited by market research to allow BT to achieve a representative demographic sample of the UK population, and a wide range of data will be collected about them before service is connected.
BT Interactive TV will consist of nine main services: movies on demand; television programming on demand; children's TV; education; music videos; local life; and High Street, which incorporates home shopping Home Shopping commonly refers to the electronic retailing / home shopping channels industry, which includes such billion dollar companies as HSN, QVC, eBay, ShopNBC, Buy.com, and Amazon.com. and home banking.
In addition there will be two services, games on demand and Adland (an interactive advertising service), which were unveiled today.
All the services will be introduced progressively during the course of the trial.
Services are ordered and controlled via a standard remote control, and delivered to a normal television over copper telephone lines for the majority of homes and over fibre to the remainder.
BT Interactive TV will have more than one hundred service and content providers. In order to provide the movie service the company is working with European and Hollywood studios including Columbia/Tristar, Handmade Films, Lumiere, MCA MCA
in full Music Corporation of America
Entertainment conglomerate. It was founded in Chicago in 1924 by Jules Stein as a talent agency. In the 1960s it bought Decca Records and Universal Pictures, and today it produces films, music, and television shows. , MGM/UA, PolyGram, Rank, Twentieth Century Fox, Walt Disney Noun 1. Walt Disney - United States film maker who pioneered animated cartoons and created such characters as Mickey Mouse and Donald Duck; founded Disneyland (1901-1966)
Disney, Walter Elias Disney and Warner Brothers Warner Brothers (b. Eichelbaums) movie executives; Harry (Morris) (1881–1958), born in Krasnashiltz, Poland; Albert (1884–1967), born in Baltimore, Md.; Samuel (1887–1927), born in Baltimore, Md. . BT is also working with Nintendo to finalize the games services.
The local life service will be supplied by more than 50 charities and local organizations, while more than 20 leading advertisers have already committed to participating in Adland with interactive advertisements.
A more detailed list of content and service suppliers is available, and additional suppliers will be announced during the course of the trial.
Rupert Gavin, Director of BT's Information Communication and Entertainment (ICE) program, said: "The aim of the BT Interactive TV trial is to find out what customers want and how much they are willing to pay for the various services.
"This is the leading trial in Europe and one of the world's leading interactive trials. We will therefore have some of the first evidence in the world of what customers really want from interactive television services.
"We have an initial pricing structure, but will be testing a number of pricing strategies There are many ways in which the price of a product can be determined. The following are the foremost strategies that businesses are likely to use. Competition-based pricing
Setting the price based upon prices of the similar competitor products. during the trial in order to look at price elasticities Price elasticities
The percentage change in quantity divided by a percentage change in the price. Answers the question: How much will the demand for my product decrease if I raise prices by 10%? .
"This will enable us to establish the demand for interactive multimedia services delivered over high bandwidth, in our case a 2Mbits/s signal.
"BT already offers low bandwidth interactive services through BTnet and medium bandwidth services via ISDN ISDN
in full Integrated Services Digital Network
Digital telecommunications network that operates over standard copper telephone wires or other media. . It is important for us to understand what customers want of BT Interactive TV so we can begin to chart a migration path to these new services.
"This complements the work we have currently underway on video on demand with our subsidiary Westminster Cable. We are continuing to work with a number of leading companies to develop multimedia services."
BT is a leading provider of telecommunications services and operates one of the largest global networks in the world, offering a wide range of advanced global business communications services. BT has annual revenues of over US $24 billion, with more than 137,000 employees worldwide.
CONTACT: BT Corporate Communications Corporate communications is the process of facilitating information and knowledge exchanges with internal and key external groups and individuals that have a direct relationship with an enterprise. , New York New York, state, United States
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