Why would people want iTV? What is iTV's USP (Unique Selling Proposition)? What equipment will be needed for a compelling user experience?

You are only looking at home and consumer useage. What about business applications and why not look globally at US, Europe and Asia Pac?

First, the definition of iTV is problematic. It may be more fruitful to decompose it into particular application. Second, it's important to consider the stakeholders, and their roles in a successful industry. Even though YouTube and iTunes may seem like institutions, they still depend on a precarious agreement and understanding amongst right holders, creators and distributors. It is insufficient to imagine a "killer app" without considering the participants end to end, and how they each realize value.

how interactive services will work on a platform that is often used by more than one person at a time (remotes are designed for a single user but frequently more than one person is using a TV at at one time how interactive services will work on multiple platforms on which TV is now found (particularly mobile devices)

How much will it cost?

what does it offer that is not currently being offered in web or other TV options?

Too many to list.

Where does the CMO think iTV should sit; with the branding executive or the database marketing executive or does it require a new kind of expertise and managment?

Some questions: What is the real benefit of iTV? How is audience participation monetized? How is iTV going to compete/differentiate form IPTV? How can audience-generated content be made available through iTV? How can advertisers benefit from iTV? What is the cost of iTV for the common household? Why should people care at all?

How will a new generation of broadcasters and interactive storytellers be trained to develop and present meaningful iTV content and services?

How will desktop conferencing impact iTV? How do we get students the move beyond the "correspondence" model and engage in "interactive" TV instruction? How do we train faculty for newer broadcast technologies? Where do we find the funding to support new HD opportunities?

The main question I always ask is "What company is going to spend the $50 million needed to market a new set top box to consumers?"

What are the niche markets that are being underserved with content? What kind of content do they want? What kind of production values are required for niche content/audiences? What technologies are required to support interstitial commercials in broadband television? Can online ad networks adapt to the needs for intersitital commercials? To what extent will tradional televsion networks/cable channels create niche content for niche audieces? If not the tradtional television networks, who will be the new players in broadband television production? What techologies will put the computer screen in the living room and isn't it already here with the addion of VGA and HDMI inputs on flat screen televisions?

How much are people willing to interact with TV? How many still think TV is a couch potato, lean back experience? Do younger viewers lean more toward wanting interactive potential? Can interactive news raise news viewership?

What is the foreseen economic basis for what is, in effect, expanded news coverage? Does iTV logically require IPTV to evolve past basic iTV services like VOD? Granted, we will sell audiences rather than specific shows to advertisers -- helped by the fact that IPTV (always) and iTV (usually) can measure small-market, small-interest programming whereas Nielsen can't. What does this do to the economic basis of TV video program funding and creation?

Will iTV solve problems or create new ones. Is the passive activity of watching television needed in this age of over weight, under stimulated audience. Will there be one standard that is not controlled by the industry? Will this be a mandate such as digital broadcasting or will we end up with a lesser quality format like VHS vs. beta. Consumers do not need to decide. Broadcasters do not need to decide. Educators do not need to decide. Children from age 8-18 need to decide how this will effect their future and allow them to bring the rest of us along for the ride.

Infrastructure, cost of screens/devices, can education be a driver, the impact of sports, role of the traditional broadcaster

n/a

What is the differnec between web conected to TV and iTV ? What have previous introductions of iTV failed ? When will it make money ? What CAN'T it do ? Will people give something up for it, or will it added to our media consumption ?