Study finds consumers want interactive media
January 25th, 2008
Do you ever talk back to the radio or TV? Come on now, admit it. Most of us do. Now imagine that your outcries at that reality TV show or that talk radio host could actually be heard. It’s closer than you think.
In fact, it’s available now for radio. Not only interactive, but on demand. You listen to your favorite station or show on your phone when it’s convenient for you, giving your feedback instantly with the press of a button. No waiting on hold indefinitely before being put on air. No busy signals.
A look at recent research from Harris Interactive indicates that well over half of reality TV and sports viewers would like to interact with that sort of programming. Another key finding: 66% of viewers want to interact with advertising. As a side note, audio interactive advertising is already a reality. Check out this post for more.
Consumer desire leads the way (or should) in product development, so expect that interactive TV, in an even fuller capacity than you see now, will be not far down the road.
The only thing holding radio back from mobile, on demand interactivity is industry participation. Call your favorite radio station and tell them you’d like them as a cellecast. We can accommodate. 
February 4th, 2008 at 3:20 pm
This is wonderfully relevant information Summer. I can see Brian making good use of it as he meets with many new agencies this month. NTR is a big push with radio sales managers right now, and these kinds of studies link people looking with solutions like CelleCast.