IP MULTIMEDIA SUBSYSTEM AND INTERACTIVE BROADCASTING CONVERGENCE: A NOVEL APPROACH ADOPTED IN INTERACTIVE MARKETING

Interactive broadcasting elaborates on the study and realization of novel television networks, able to provide multiple interactive multimedia and Internet based services, utilizing Digital Video Broadcasting advances. On the other hand, IP Multimedia Subsystem (IMS) is a promising solution, that may be adopted in next generation networks and broadcasting systems, providing advanced capabilities and added value data services. In this context, this paper investigates interactive broadcasting systems and IMS convergence and proposes a novel research approach, which could be adopted in interactive marketing, enabling for a more efficient process of collecting and analyzing feedback data from users/viewers. This process may be vital for optimum marketing and advertising purposes. This potential information data may be used to target customers in more efficient and effective ways, i.e. geographical segmentation, increasing the possibility of impulse sells through t-commerce or allow audience to require more information for a company, brand or product, enhancing the experience a customer have with specific brands.