Cyberspace as product space: Interactive learning about interactive media

A bewildering range of new interactive consumer media products are emerging, many of them under the label 'Interactive Television'. This is the source of a great deal of industry excitement. The future of television is opened up beyond the vistas of countless new channels, to new or enhanced types of television service such as video on demand, surfing the Internet, and teleshopping. There is considerable uncertainty attached to market forecasts about them, to views as to which of the various products on offer will succeed in the mass market -even to notions of what exactly consumers might want to use these products for. Rather than offer a pat set of answers to these questions, the present paper approaches the matter of these new products through the perspectives provided by innovation studies and, in particular, new evolutionary economics. Drawing lessons from such products as videotex, audiotex, and optical disc multimedia, it outlines implications for interactive television.