Magazine article Information Today

Association Formed to Address Growing Interactive Telecommunications Market

Magazine article Information Today

Association Formed to Address Growing Interactive Telecommunications Market

Article excerpt

At a special meeting in New York City on December 6, the Interactive Services Association (ISA) was formed. The ISA will be concerned with all forms (cable, broadcast, and telephone) of telecommunications-based interactive services and with how the convergence of audio, data and video capabilities will occur in these services. The ISA will concentrate on information, transaction, communication, and entertainment services for home and work related use. Effective January 1, 1992, the ISA will become the successor organization to the Videotex Industry Association.

"It is important for the different industry players to discuss the critical issues facing the interactive services market," said Walter Ciciora, Vice President Technology, Time Warner's ATC. "That is why the formation of the Interactive Services Association is so important." Martin Nisenholtz, Senior Vice President of Ogilvy & Mather Direct, added, "With its broad focus, the ISA will be the key association in the '90s for all companies in the interactive services business."

The ISA intends to promote a vision of telecommunications in North America that is rich in network bandwidth, interactivity, and diversity of services. Through this new vision, the ISA will be concerned with the personal use--be it all the home, office, or in public locations--of interactive services using any form of telecommunications, such as telephone, cable, and broadcast. Finally, the ISA will provide a link between the interactive efforts of the videotex or consumer online industry with the future interactive efforts in television, cable, and broadband telephony.

Reflecting this growing diversity in interactive services, the first annual executive forum, "Media Shift: From Passive to Active," was also convened in New York City immediately following the ISA establishing meeting. Representatives from major media and telecommunications companies discussed their company's involvement with and vision of consumer interactive telecommunications before an audience of 130+. All representatives viewed offering interactive services critical to their company's business future.

The forum discussed some of the problems with passive media: to much expense for too few people, too little accountability, too cluttered to achieve message, and too remote to build customer relationships. …

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