Diffusion of iTV Advertising in Malaysia: The Industry Players' Perspectives

This paper reports on an ongoing initiative in proposing guidelines for iTV advertising, which leads to the implementation of t-commerce for iTV in Malaysia. While the infrastructures are ready for the innovation, this paper believes that it will get onto the track soon. Hence, the preparation for it should be commenced. In accordance, this paper discusses theories and concepts that support the innovation. On top of that, it details the findings of a series of interviews with entities that are directly involved with advertising practices. Based on the interviews, this paper deduces that even though Malaysians are not moving towards it yet, initiatives like carried out in this study are necessary to prepare Malaysia for the innovation