In recent months LG Electronics, Panasonic and Samsung have announced television sets that allow people to view online content such as videos and photos through an easy-to-use web interface that’s built into the TV. What this also can enable is two way video communications – though the cameras need to be separately purchased from the television.

Earlier this week GIPS held a webinar on the topic ‘Is the Television the next Two-Way Communication Tool?’ If you didn’t have a chance to listen to the webinar, you can always listen to the recorded version. We took polls from the live audience, as what better way to affirm our own research conclusions on the TV as a future two-way communication tool.

We directed 4 polls to the audience and 400 people provided the following results:

As TV audiences have fragmented and evolved their tastes, the television has become less central to the home/family experience.  The evolution of the TV as an interactive device has the ability to take back ground lost as a focal point in the home – recapturing the living room perhaps. 98 percent of poll respondents view the TV as becoming an interactive consumer electronic device and perhaps competing with the PC.

The live webinar audience was a solid mix of broadcast industry professionals, so it was interesting to see their response to this question: Who will benefit most from two-way communication via the TV? There are opportunities for all slices within the broadcast industry but ultimately who will benefit is the user. While we didn’t include the end user in this poll, our assumption was that the TV watcher will ultimately benefit in the long run.

While this next poll would be better directed towards consumers – it was interesting nonetheless to gauge the industry professionals’ opinion.

Finally, we asked the broadcast audience when they see the rollout of interactive programming and TVs. Well it’s already happening and as we discussed in the webinar. Oprah, CNN and Sports reporting are just a few of the places this is already happening.  The times are a changing for the broadcast industry and as Charles Darwin said: “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.”