Reliance Entertainment is planning to launch interactive television. Interactive TV is meant to deliver content to its broadband venture via set-top boxes. The broadband network, when operational, will enable customers to watch their favourite television programmes, make telephone calls and use the Internet via fibre optic cables.
Even as Reliance Entertainment has a team in place in Mumbai for working on the interactive TV project, no date has been fixed as yet to launch it. The business plans for this project have still not been finalised.
Content for interactive TV would be finalised around three months before the launch. But, it is more or less clear that Reliance would focus on ‘infotainment’, which includes information, distance education and games, for its broadband content. Fiction and popular soaps are not what the company is looking at. Also, the production for interactive TV would be primarily in-house.
As per a recent study conducted by interactive technology companies in the US, the majority of consumers understand what interactive TV is, they want it now, they are willing to upgrade from analogue to digital cable, and switch between cable and satellite services in order to get interactive content delivered to their homes.