[phrelin]

Is this an effort to create a customer iTV awareness or a possible advertiser awareness? Ensequence uses the OpenCable EBIF specification, so it appears we're strongly headed in the direction of interactive commercials through Dish (and DirecTV also).

The phrase "more than 41 percent of DISH Network subscribers" seems to indicate they did record in some fashion what boxes/accounts used iTV. It's the first time I've seen anything resembling viewer habit reporting specifically from Dish.

 

[phrelin]

DISH has had interactive commercials for several years. During certain commercials a banner will be displayed that will take you to a page within channel 100 for that product or another channel destination.

I would not be surprised to see that functionality expand. DISH has demonstrated the functionality to do a lot of things with the press of a button.

They're very good at pressing my buttons!