Even more interesting is the further of Microsoft fuelled WebTV as it reaches the end of its trial period in the UK. The trial was meant to “gain an understanding how UK consumers will use interactive television”. Key findings revealed that over a third of households would be willing to adopt interactive TV [if it was free] when available, with over 90% highlighting easy e-mail and Internet access as the major benefits.WebTV trialists were “clearly keen to welcome interactivity into the living room” as the majority installed WebTV on the principle family TV set and WebTV viewing patterns mirrored those of traditional television viewing confirming that “UK consumers are more than happy to tune in and log on at the same time.“Major areas of interest included:gaming - Two Way TV games based on popular TV quiz shows were the most popular trial content area shopping - around 70% “considered” on-line purchases each month education - 78% would use WebTV as an educational tool and obtaining more choice control over television viewing - when asked to list main benefits of WebTV, 12% highlighted TV listings and 15% highlighted more programme information The Microsoft brand was identified as a key consumer “reassurance” factor [by 5% of those bribed] and most trialists said they would pay a premium for a product associated with the brand and would consider the image of a provider associated with the Microsoft name up to 20% more favourably. We certainly didn’t take the trial then.The future of WebTV? It seems to be with the TVPAK (Microsoft TV Platform Adaptation Kit) which allows “potential interactive service providers to harness the power of WebTV technologies to meet this clear consumer demand.” If that is what they’re pinning their hopes on, the you better get your coat, you’re pulled.