The possibilities of internet TV

Internet enabled TV will see television becoming a two-way channel, instead of a broadcast channel. The evolution is likely to change the way retailers can use TV to sell to people, and the changes have several implications.

No doubt TV bosses will find a way to make sure viewers can’t completely opt out of advertising, but it will be possible to get cleverer about it. As well as linking programmes to certain products, some retailers are looking at embedding widgets on TVs that allows them to integrate their CRM platforms. This means that data on customers can be used to target specific adverts at them – because, the logic goes, if the ads aren’t relevant, the customer won’t watch.

The possibilities stretch beyond that, according to Steve Thomas, CTO at BT Expedite. The idea is that eventually a customer will own her own CRM data, and will be able to share it with whichever companies she chooses. She can then buy while watching TV, and use services like reserve and collect – ordering through the TV and picking up in store.

Thomas says TV is also starting to become social, with the BBC adding a ‘friends’ tab on the iPlayer. The technology is there to allow a retailer to set up a special event programme which a group of friends can sign up to and either watch or buy – a bit like Groupon on TV.

There’s a while to go yet, but several companies are jostling to be at the forefront of developments – Google, Sky and the BBC’s iPlayer are all ones to watch.