Backchannelmedia (BCM), a three-year run, designed to completely disrupt the world of advertising by transforming how Americans watched television. BCM developed the technology to make television "clickable," allowing viewers to interact with content on their TV screens. By April 2009, BCM conducted consumer research and field testing, and the results were very promising. However, the industry is dominated by big players, which could impede the implementation of new technologies. The founders of the BCM would have to make important decisions about how to quickly roll out their technologies, and to whom. Which players were the allies of the industry? How to monetize the value of BCM they create? Will investors see great potential in the BCM, as its founders? And as if the funds of the restrictions affect the strategy in the current economic conditions?
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by Sunil Gupta, Kavita Shukla, Zach Clayton Source: Harvard Business School 19 pages. Publication Date: April 13, 2009. Prod. #: 509026-PDF-ENG
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