Dear Readers: Today's installment of The iTV Doctor: PROFILES features a unique personality, actually more of an entity, on whose shoulders the cable industry has loaded the weight of subscriber growth, competitive advantage and literally billions of dollars of revenue. His name is Enhanced Brand and Information Fanatic (aka EBIF).
iTV Doctor: Good morning, EBIF. Thank you for joining us today. I'd like to start by addressing a question I know a lot of our readers have: why did you change your name?
EBIF: Thanks, Doc. My friends call me BIF for short. Well, have you ever been in a room and had people talking about you as if you were not in the room? That's what I've been feeling like for months. People in standards bodies, industry orgs and MSO's have been debating my name and identity--when I already have one! They don't seem to like my given name--I think the two middle names really intimidates them. Besides, EBIF is no worse than my parents' names: EPG and VOD (though they are much older). I'd rather be me than a Twit, a Berry, or a Widge. It's better than being just another Googly eyed Face posted on someone's Pad that everyone can touch and risk getting another STB! So I took matters into my own hands.
iTV Doctor: Makes sense to me. And I guess all adolescents need to establish their own identity and role in this world when they leave the family unit. So let's talk about that. I understand you may have a little resentment about how you are being portrayed.
EBIF: Don't get me wrong, Doc, I like the attention. It's been many years in the works. But there are so many different types of people talking about me as if they're my best friend--engineers, marketers, product people, advertisers, programmers. They want me to be all things to all people and all want a handout, but most don't know the first thing about me--they don't know if I'm a technology or a brand, and some engineering types have even confused me for being a product (yeesh!). Guess I should be careful what I wish for.
iTV Doctor: OK, take it easy. Everybody was certainly well-intentioned. And inasmuch as we can't change the past, how do you propose to "fix" yourself so that cable subscribers can truly understand and enjoy everything that cable has to offer?
EBIF: I've got big plans and it all starts with getting deployed. I mean really, really deployed to millions of homes across the country. After MSO's deploy me, subscribers realize how easy I am to select on TV, programmers start paddling in the same direction, and advertisers realize what I can do, I'll have it made. I'm in almost 13 million homes today, so I have a great start. But you know what is so puzzling to me? The same people who are trying to give me a shiny new image are debating how long I'm going to be around.
iTV Doctor: What do you mean--they are planning your demise? You're just being paranoid now.
EBIF: No, really! They are openly questioning how long I'm going to "be around" and if the next best thing is going to steal the spotlight. They seem to have the same size memory as the millions of legacy set-top boxes that I easily fit into. I'll tell you what--I'm not going anywhere soon! My technology will actually support a REAL business model. I bring the sizzle AND the steak. I'm an A-lister, as in A lot of sticky programming and A lot of satisfied subscribers. Sheesh--even the telco guys have figured that out!
It's taken a lot of time and effort to get me up and running, and I AM READY!
Just remember: BIF Brings Big Business, Baby!
(Note: The role of EBIF in today's interview was ghost-written by James Mumma, Comcast's executive director of interactive television.)
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The iTV Doctor is *Rick Howe*, who provides interactive television consulting services to programmers and advertisers. He is the recipient of a CTAM Tami Award for retention marketing and this year was nominated to Cable Pioneers. He is also the co-author of a patent for the use of multiscreen mosaics in EPG's. Endorsed by top cable and satellite distributors, "Dr" Howe still makes house calls, and the first visit is always free. His services include product development, distribution strategy and the development of low-cost interactive applications for rapid deployment across all platforms. Have a question for the iTV Doctor? Email him at itvdoctor@itvt.com
