Intercast deal lends strength to PC/TV spec

Called the common content framework, or CCF, the would-be standard will create a common way for interactive applications to be written. With a plethora of platforms being created -- such as WebTV, DTV Navigator, WinkTV, OpenTV and PowerTV, to name a few -- a standard is necessary to help the industry move forward.

"CCF will speed up the deployment of interactive TV overall, because more TV content producers will develop content," said the source, who would only comment anonymously.

While small today, the interactive TV market will experience phenomenal growth in the next five years. According to market researcher International Data Corp., while the number of "enhanced TV" set-top boxes sold last year was about 335,000 units, that will explode -- hitting 5.6 million in 2001. Other research groups have similar expectations.

The spec is being pushed by Microsoft (MSFT), Intel (INTC), Sun (SUNW), Netscape (NSCP), and Network Computer Inc., said the sources.

Solid footing for new spec
Settling on Intercast could settle the question of a standard for Interactive TV, says Ron Rappaport, an industry analyst with Internet watcher Zona Research Inc.

"When the Wintel boys get together, it's a good bet that their spec will become a de facto standard," he said.

The CCF spec will most likely include TV crossover links -- a hyperlinking technology developed by WebTV Networks Inc., a subsidiary of Microsoft -- and familiar Internet technologies like HTML and Java.

"The way to deliver content in the future is with the Web," said Phil Goldman, co-founder and vice president of engineering for WebTV. "We are not trying to lock anyone out with our work."

WebTV, as a Microsoft subsidiary, is also aiding in the development of the common content framework. Also cooperating are several major cable companies making up about 70 percent of the cable market, said another source close to the project.

Fear and loathing in TV land
But the push for a standard has excluded some interactive TV providers from contributing to the spec.

WorldGate Communications Inc. is one such company. "If Microsoft were willing to let us in, we would love to help with the VBI standard," said Gerard Kunkel, vice president of strategic programs for WorldGate at a panel discussion on Tuesday.

Kunkel would not confirm if the "VBI standard" was indeed the Common Content Framework. Kunkel referred to the Microsoft project as a way to "broadcast interactive TV data and define the Internet TV navigation and display."

WorldGate uses a technology for interactivity called channel hyperlinking -- similar in function to WebTV's TV crossover links.

Other companies see the computer industry's lead in forming a standard as an opportunity.

"We will wait until CCF is done before we get involved," said Allan Thygesen, senior vice president of programming and advertising for Wink Communications Inc., whose product will allow limited interactivity in more than 3 million set-top boxes by the end of 1998.

Even WebTV admits that one size might not fit all. "Every savvy (TV) programmer is working with at least two technologies," said WebTV's Goldman.