Abstract:

The old medium Videotext, connected by computers to a voice response telephone system, can transfer videotext into interactive television. This new medium is used for several purposes. One of them is to use interactive videotext for media research. In the Netherlands three parties found each other in experimenting in the Phone Text panel. In this panel of 1.000 households Intomart conducts media surveys and ad hoc surveys on advertising effectiveness. The technique is completely in the hands of Teleworld, and IP is the sponsor who also is responsible for the connection to RTL4 text. The paper describes the technique and examples of three surveys. The conclusions are that the opportunities for this new instrument are big, especially in continuous surveys.