THE CONVERGENCE EXPERIENCE

Many broadcasters and their interactive media partners have begun to develop convergence models which, in most cases, focus on creating greater viewing choice (access to multiple camera feeds, for example), immediate access to statistics and other text-based information, and greater reliance on data visualization. Sky Sports in the United Kingdom has conducted trials with football matches. In the United States, NBC has produced convergence trials with NBA games and college football through their WEB TV and Wink systems. Generally, these trials have utilized the inherent vertical blanking systems to combine the broadcast signal with a text delivery frame that can be reconfigured for interactive applications. Through this device the user is able to access on-demand programming, commercial buying options, and two-way communications through e-mails, chats, and other community services.
The forthcoming convergence of broadcast and interactive media will create exciting opportunities for consumers as well as for broadcasters. As bandwidth increases into the home, and the Internet protocol-driven set-top box becomes integrated into the television set, the availability of convergence programming for sports events will be an outgrowth of today’s “simulcast” production experiences. Consumers will increase their demands to choose and control their entertainment experience. The consumer will be able to access compelling and engaging news, information, and entertainment experiences through one appliance or through multiple appliances that can be accessed no matter where they are or what they’re doing. This new value equation will not only give the consumer more choice, but will also allow programmers to increase their revenue streams, promotional opportunities, and breadth of distribution.