CHICAGO, June 14, 1999 — Today at Cable ’99, the National Cable Television Association show, Microsoft Corp. announced cross-industry support for providing interactive cable television programming to consumers via WebTV® Plus Internet Receivers and the WebTV for Windows® feature of the Windows 98 operating system. Three top entertainment-based cable TV channels have announced their summer and fall interactive programming lineups, which range from major sporting events such as
“HBO World Championship Boxing”
to educational shows geared toward the entire family such as
In addition, two leading cable channels announced they are extending their interactive television offering with enhanced programming 24 hours a day, seven days a week.
Microsoft, along with HBO, Discovery Communications Inc., HGTV (Home and Garden Television), MSNBC and the Weather Channel, recognizes the benefits of providing interactive television content to its viewers. With the extent of new and value-added content, television viewers now have a broader choice of interactive programs that entertain, educate and inform them beyond traditional television.
“The level of support we are seeing from cable programmers demonstrates that they are committed to developing a deeper relationship with their viewers,”
said Joe Poletto, vice president, Network Media Group, WebTV Networks Inc.
“This commitment and the enthusiastic consumer response we’ve received on ITV programming to date are the driving forces behind making ITV a success.”
Network Shows Go Interactive in Summer and Fall
HBO. HBO will enhance major sporting events and shows airing on the cable network this summer and fall, including
“Inside the NFL”
“HBO World Championship Boxing,”
as well as children’s programming such as
The Discovery Channel and TLC. Discovery will produce five interactive shows, including two of its top-five-rated shows –
“On the Inside,”
which allows viewers to go behind the scenes where only Discovery ventures. TLC will enhance the upcoming fall special
HGTV. Beginning in July, HGTV will enhance its
segments. The series profiles the best residential and community restoration projects in all 50 states. In addition, HGTV will launch the interactive
“Do It Yourself”
(DIY) network, a simultaneous on-air and online channel that provides immediate access to step-by-step instructions, in-depth demonstrations and tips for the do-it-yourselfer.*
More 24×7 Interactive Programming
MSNBC. MSNBC will enhance its entire 24×7 cablecast with the latest in interactive programming for breaking news,
surveys, daily chats and customized information. Interactive programming produced specifically for the enhanced television viewing experience will bring users in-depth and up-to-the-minute coverage. Users of the enhanced television programming can also access interactive advertising and transact online while watching MSNBC. MSNBC, a joint venture of Microsoft and NBC, is bringing some of the best converged content and advertising to consumers.
The Weather Channel. The Weather Channel will offer a complete interactive weather experience including trusted local weather information on-demand, rich radar and satellite maps, up-to-date weather news and lifestyle weather information. The interactive content will complement and extend the highly popular weather programming offered by The Weather Channel cable network.
“Interactive programming is fast becoming an inevitable component of the television landscape,”
said Van Baker, director of Consumer Market Research at Dataquest.
“Companies that are investing today will no doubt be poised to be the next leaders in broadcasting, programming and Internet-related initiatives of the future.”
Making Interactive Television a Reality
Content creators have begun designing the next wave of enhanced programming that may be delivered over any form of television transport (analog or digital, cable or satellite) to all types of broadcast receivers that comply with the Advanced Television Enhancement Forum (ATVEF) specification. The specification, which has been available for review to adopters since February of this year, defines a standard content format that television content providers can use to develop programming enhanced with other data, such as Internet or Web content. As such, producers of interactive content can extend their existing Internet and Web investments to encompass interactive programming, which benefits broadcasters and producers by helping them to differentiate their programs and brands and in turn to rebuild, retain and create a new audience.
About WebTV Networks
WebTV Networks, Inc., the leading Internet TV service, operates the Microsoft® WebTV Network TM service and designs WebTV Internet Terminals and Receivers. The WebTV Network service is available in the United States, Canada and Japan and has more than 800,000 subscribers. WebTV Networks, Inc., based in Mountain View, Calif., is a wholly owned subsidiary of Microsoft Corp.
Founded in 1975, Microsoft (Nasdaq
) is the worldwide leader in software for personal computers. The company offers a wide range of products and services for business and personal use, each designed with the mission of making it easier and more enjoyable for people to take advantage of the full power of personal computing every day.
will be enhanced in early 2000.
Microsoft, WebTV, Windows and WebTV Network are either registered trademarks or trademarks of Microsoft Corp. in the United States and/or other countries.
Other product and company names herein may be trademarks of their respective owners.
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