A gem of an article. Author & marketing guru Al Ries looks at around 30 years of failed convergence and the claims of companies like AOL and Microsoft that convergence of the net with TV, will lead to unlimited viewer choice. He says

That’s the hype, but the reality is different. The Internet is an active medium. Nothing happens until the user clicks away at a computer keyboard. Interactivity is an essential element of the Internet experience.

TV, on the other hand, is a passive medium. Convergence is fundamentally a flawed concept, but it’s even worse when you try to put an active medium (the Internet) together with a passive medium (television.)

In four years, Forrester Research predicted, interactive TV would be a $20 billion business. Also in four years, Alex Brown of Deutsche Banc predicted, t-commerce (buying stuff over the TV) would surpass e-commerce (buying stuff over the PC).

Of course, both predictions were made four years ago.

The entire article is here.

While, the technology exists – there doesn’t seem to be any mass application for it as yet. The medium is ready – neither the message, nor the audience nor the sender is ready for it yet. Hybrid versions are just about coming up TV+SMS, TV as a juke box that plays music videos, a companion website for a TV show, a fan fiction site – everything else needs a leap in the market to deliver.

Besides, it will also require a leap in human psychology to deliver. When I am at a PC – i am usually mentally alert. When i watch TV – unless it is on the edit table – my mind switches off. It is my wee bit of escapism. I am not really sure that i would watch an advertisement, log on immediately to find out more or order. I know if the company is serious, I will get one of the many “may we interest you in a trip to mauratius” calls:)