The opinions expressed in this editorial are those of the author and do not necessarily reflect those of Decima Reports. There was a lot of talk at last week’s Convergence: ITV and Beyond conference about the one- and two-screen models for interactivity as television and the Internet become more closely tied together. Participants were treated to a sneak peak at a new Global TV "Explorer" prototype bringing interactivity to the television set itself, while others such as CCTA rep Michael Hennessy emphasized the innovative work being done on the web and the limitations to what people would demand of ITV. Who’s right? Hennessy’s point that consumers were unlikely to demand much more than interactive program guides, video-on-demand and personal video recorders from their television experience was only partly well received by an audience made up of full interactivity proponents. Yet, as he noted to the gathered participants in the last forum of the event, there’s little question the most innovative and exciting presentations were being delivered by web players. Snap Media and Collideascope have already begun reaping revenue by exploiting a two-screen approach while ITV players remain mired in standards wars and shaky business cases. Aside from a survey of Ryerson students, there was no solid market research presented to indicate that any demand, in fact, exists at all for greatly enhanced television. European examples were often cited, but Europe is a much different market with a much different history of television and telecommunications. The Canadian new media community, working in the Internet space, has made great strides toward profitability and finding business models (at least for fee-for-service) that work. Broadcasters and cablecos recognize the potential of the Internet market, and view their natural domination of the television sphere as a way to capitalize on the demand for interactivity. They failed, however, to show that television will have much to do with how consumers use non-linear entertainment and commercial products. It looks like television players will stand enviously on the sidelines of the interactivity boom for several years to come.