VCTV: A video-on-demand market test

The market potential for interactive video services and the broadband networks necessary to support these services are of great interest to both the telecommunications and cable television (CATV) industries. Both industries are involved in intensive evaluations of interactive video services. The cost to provide and maintain broadband networks is being compared to potential consumer demand and willingness to pay. This paper presents these issues and describes a market trial being jointly conducted by AT&T Network Systems, U S West, and Tele-Communications, Inc. (TCI), under the name of Viewer-Controlled Cable Television (VCTV).