The Interactive Television Alliance, the US trade association, has formed an alliance with NATPE, the National Association of Television Program Executives. The two groups will offer a joint membership scheme to help bring together the respective interests of members.
NATPE a non-profit organization dedicated to the creation, development and distribution of televised programming and hosts an influential annual conference for television executives.
The move to offer joint membership underlines the move of interactive television into the mainstream of broadcasting.
“This is a natural partnership that is truly beneficial to all,” said ITA president Ben Mendelson. “ITA professional members get the benefit of a respected, established organization, while NATPE integrates new members experienced in advanced television technology.”
NATPE president Rick Feldman added: “As TV programming becomes increasingly interactive, our members will want to explore the new revenue streams provided by the new technologies. An alignment with the ITA is a shortcut to absorbing these skills.”
Allison Dollar, co-president of the ITA told informitv that the ITA’s definition of interactivity included many technologies such as video on demand and digital video recorders that were already becoming mainstream, but as penetration rises there is an increasing sense of urgency.
“The ITA relationship with NATPE formally signals that it’s time for the creative community to jump in,” according to Allison Dollar. “Up to now distribution gatekeepers have controlled the business model. Intensified competition between MSOs, satellite, broadband, telephony and digital broadcast providers opens up, and in fact necessitates, multiple hybrid business models.”
“ITA members bring to NATPE expertise and a fresh take on consumer expectations, while NATPE members’ will share their knowledge of packaging and marketing.”
“The ITA relationship with NATPE formally signals that it’s time for the creative community to jump in. Up to now distribution gatekeepers have controlled the business model. Intensified competition between MSOs, satellite, broadband, telephony and digital broadcast providers opens up, and in fact necessitates, multiple hybrid business models.”
“ITA members bring to NATPE expertise and a fresh take on consumer expectations, while NATPE members will share their knowledge of packaging and marketing.”