Moderated a panel discussion on the future of interactive television in the Netherlands for the DDMA this afternoon. 80 people packed into the upstairs room of a restuarant in what used to be the Olympic Stadium in Amsterdam. Outside they seem to be doing giant repair works, mud everywhere, whereas in the car park underneath the stadium they had ringed off half the parking area to polish the floor. Crossed media somewhere? The forum itself was interesting. iTv is in a beta phase in Holland. My feeling is that if it is just used for advertising it will fail before it starts. If Talpa use the platform to mix interesting programme content with a back channel it might work. But the platform providers need a rate card...the proposition at the moment is too complicated for non-geeks. 
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