Backchannelmedia: Making Television 'Clickable'

Posted: 20 May 2009

See all articles by Sunil Gupta

Sunil Gupta

Harvard Business School

Kavita Shukla

Harvard Business School

Zachary Clayton

Harvard Business School

Date Written: April 20, 2009

Abstract

Backchannelmedia (BCM), a three year old start-up, intended to completely disrupt the world of advertising by transforming the way Americans watched television. BCM had developed a technology to make television "clickable," enabling viewers to interact with the content on their television screens. By April 2009, BCM had conducted consumer studies and field tests and the results were very promising. However, the industry was dominated by large players who could impede the introductions of new technologies. BCM's founders would have to make critical decisions about how quickly to roll-out their technology, and to whom. Which industry players were allies? How would BCM monetize the value they would create? Would investors see as much potential in BCM as its founders? And how would the company's cash constraints impact the strategy in the current economic environment?

Suggested Citation

Gupta, Sunil and Shukla, Kavita and Clayton, Zachary, Backchannelmedia: Making Television 'Clickable' (April 20, 2009). HBS Case Number: 509-026; Harvard Business School Marketing Unit. Available at SSRN: https://ssrn.com/abstract=1406639

Sunil Gupta (Contact Author)

Harvard Business School ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

Kavita Shukla

Harvard Business School ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

Zachary Clayton

Harvard Business School ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

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