Oliver Payne

Behavioural insight & comms consultant

1999 RnD


Interactive Televison, Research and Development, and a VHS tape

A VHS tape. I know, V-H-S. There were no DVDs in 1998. There wasn’t any Interactive Television either.

So we invented some.

Trading as ‘The Lounge’ I worked a three month stint at Cable & Wireless with a programmer and an other Art Director dreaming up examples of how Interactive TV might look in the future.

I guess that ‘future’ is now.

And we weren’t far off (In fact I’m still waiting to see a ‘Press red now for Fantasy Football’). Electronic Program Guides are a staple of today’s interactivity on TV. We built one back in 1998. It wouldn’t look out of place now - apart for the fact that to make it work you had have a computer routed through a TV, an infra-red receiver gaffer-taped to the stand and a remote control the size of an ’80s mobile ‘phone.

Thankfully some things are better now than we imagined.

The future was then »

… screen grabs of my ideas, covering a wide range of possible futures including; Weather, retail, Football, direct response and Banking. I developed [...]

A Multimedia Aptitude Game, using multimedia »

I creative directed, art directed, designed, built and coded the translation of the document into an engaging learning environment. Bought-in, managed and briefed illustration, outsourced complex lingo programming. Delivered project on-time, on-budget and far in excess of client expectation [...]