Stations Should Join Cable In 2-Way Play

[Commentary] The cable guys have quietly been getting ready to introduce interactive technologies. Interactive TV is long overdue and non-believers are once again believers. And the good news is that TV stations will be able to participate in the new two-way services (and revenue streams), albeit in partnership with cable. The key is the interactive TV standard developed under the aegis of Cable Labs. EBIF, as it is called, permits multiple programmers to offer interactive features to consumers through EBIF-enabled, set-top boxes. Canoe Ventures and Verizon's Developers Program, two platforms leveraging EBIF, are talking about deployments in millions of homes by the end of 2009. Broadcasters, perhaps unknowingly, have been installing gear that will allow them to create interactive content. They should not miss the opportunity.