The convergence of tv and web (2.0) in Austria and Finland

The purpose of this study was to elaborate and analyze the existing linkage between TV and Web content. We focused on mainstream TV broadcasters in Austria and Finland and chose 10 Austrian and 10 Finnish TV program formats that feature convergence with the Web. We conducted a multidisciplinary platform analysis based on a catalog of criteria established in previous studies that researched (non-) linear TV content in conjunction with the Web. In the second step, we summarized the outcome of the analysis by defining classes from the most frequently observed combination of criteria, which serve as a basis for the concluding discussion. Finally we present ideas and assumptions for a future scenario. Our study identifies that there is minimal linkage between TV and Web content in both countries and its potential is not well recognized in the market place. The reasons are multiple and range from the lack of standards and mechanisms for implementing linkage to inadequate interfaces and input devices. Hence, linear TV content, which limits Web content to coexisting Web pages, prevails.