The Inside Story of Interactive TV and Microsoft WebTV for Windows

• First-hand accounts of industry veterans who made the decision to explore new forms of television and the Internet
  
• Complete narration of the adverse set of issues as told by advertising agency executives, producers of popular favorite television shows, and everyone in between
  
• Tells the evolution of Interactive Television, offers a technical reference to the new technologies involved, and details case studies of the cutting-edge companies that have begun to bring interactive content to the public today.

Table of contents

Foreword: The Emmys 50th Anniversary Essay
Preface
Acknowledgments
Introduction
Terminology and Abbreviations at a Glance
Business Case Studies, Interviews, and Narratives

Chapter 1: Interactive Television Overview and Origins
Chapter 2: Tribune Company
Chapter 3: MSNBC Interactive: Telling Stories with Software
Chapter 4: NBC and Interactive Programming
Chapter 5: Behind the Studio Gate: Why Interactive TV?
Chapter 6: Baywatch: A Tale of Two Cultures
Chapter 7: The Brand Dialog
Chapter 8: The Message Is Not the Medium
Chapter 9: The Coming Convergence: Implications for Audience Measurement and the Media Industries
Chapter 10: Digital Renaissance and T.A.G.: You Have a Story to Tell. So Do We.
Chapter 11: Data Broadcasting

Engineering and Technologies: The Broadcast Architecture

Chapter 12: The ATVEF Specification and the Broadcast Architecture
Chapter 13: Interactive Programming and the ATVEF
Chapter 14: Server Overview
Chapter 15: Using Television in Your Web Site
Chapter 16: Everything Else You Need to Know About Enhancements

Technical Case Studies

Chapter 17: NBC Case Study
Chapter 18: Case Study: Interactive Television and Tribune Company
Chapter 19: Case Study: MSNBC and Interactive Television Prototyping
Chapter 20: Home & Garden Television, Food Network, and Do-It-Yourself: Making "How-To" Truly Interactive

Glossary
Contributors