Has GoldPocket Struck TV Gold?
Television’s interactive wizards are setting their sights on the on-demand industry.
By Jen Jones

Entering the lexicon of wi-fi hubs and selective Hollywood nightlife havens, television “hotspots” are about to experience their place in the sun. If interactive television provider GoldPocket Interactive has its way, this soon-to-be-rolled out technology will afford viewers the opportunity to buy products and learn more about television personalities with a push of the remote. The company has put its heads together with the brass at on-demand provider Concurrent to ramp up future offerings for cable operators and their customers.

“The hotspots telescope out to an on-demand application that will allow viewers to learn more about an item or individual and view on-demand advertising,” says Mandira Mehra, VP Marketing and Strategy for GoldPocket Interactive. The technology is expected to be available to consumers in 2006, starting with Motorola set-top cable boxes served by Concurrent.

Denoted by a visual on-screen cue, these tiny clickable objects (picture a small dot or arrow next to Martha’s cooking utensil or Donald’s high-powered business suit) just might shift the thinking of those who predict advertising revenue will go south with the rising popularity of digital technology such as DV-Rs and TIVO.

“There will always be an incentive to watch live events such as newscasts, awards shows, and sporting events, but we’re seeing the on-demand side become really compelling,” says Mehra, who says that this is the first time interactive elements are being used in conjunction with on-demand features as opposed to linear programming. “People are moving towards personalizing their entire entertainment experience; it’s all about engaging with what’s happening on-air.”

Hotspotting, or “going deep,” may be the first of several new trends spawned by the advent of on-demand. A report released by the DIMA (Digital Media & Advertising) Group speculates that affinity (or “passion”) blocks of programming using product placement will be key in building brands among viewers who strongly identify with the content. Another possibility on the horizon, according to the report, is “personal ad banking,” in which viewers can single out and request specific ads according to their preferences.