Interactive television won’t succeed until cable companies reach agreement on measurement standards, according to Starcom MediaVest executives. The initiative undertaken by six major cable companies, called Canoe, is a step in the right direction, said Jen Soch, MediaVest USA’s VP and director of advanced TV.

Tracey L. Scheppach, vice president/video innovation director at Starcom USA, said flaws include video-on-demand’s poor navigation and an inability to insert ads dynamically. Unless these shortcomings are addressed, Soch and Scheppach warned that advertising dollars would move into broadband.

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