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Regulatory issues will also change in this new environment (such as Ofcom). To date, TV supply in the UK has been a scarce commodity and consequently heavily regulated. As TV supply increases with the advent of Digital Terrestrial, Digital Satellite and digital cable television (from Virgin Media), the nature of regulatory involvement will change, from sharing out scarce resources to ensuring that no one company abuses its dominant position in terms of distribution, programming or audience access. Another issue which will increasingly trouble regulators will be that of technical standards for set-top-boxes and digital TVs. In fact, as technologies intertwine in the digital landscape, the nature and remit of regulatory bodies will alter accordingly. More information is available from Internet Marketing by Benedict.

One of the key attributes of digital TV will be the functionality that it will provide to viewers. Consumers will be able to buy, bank, play games and seek out all manner of information through the device they are using to access TV. As Frank O'Mahony observes in his article E-Commerce is Net best thing for Valley in the Irish Times, (2 January 1998), 'Manufacturers don't want customers to be couch potatoes anymore, but to be active participants in programming, surfing to on-TV Websites to find out fore about the story being discussed and going online to purchase what is being shown on the programmes.' To date, the TV has been used to entertain, inform and educate. The new TV environment will provide the additional options of transaction and communication. One of the unanswered and un-solvable dilemmas is whether consumers actually want to react with their TVs, and if so, when and what kind of services they will migrate towards.