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`
`VIDEOTEX'81 International Conference & Exhibition
`May 20-22, 1981, Toronto, Canada
`
`()¢Dn1ine Conferences Ltd.
`
`& Infomart 1981
`
`No part of this book may be reproduced,
`stored in a retrieval system, or
`transmitted in any form, by any means,
`electronic, mechanical, photocopying,
`microfilming, recording or otherwise,
`without written permission from the
`Publisher.
`
`Published by Online Conferences Ltd.,
`Northwood Hills, Middlesex, UK
`
`.
`
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`
`Preface
`
`This book comprises the proceedings of Videotex'81 v North America's
`first major international conference to examine this exciting and
`rapidly developing field of two~way television.
`The conference was
`designed to provide insights into opportunities in the fields of
`business and public information, education and entertainment.
`
`Videotex'8l was organized jointly by Online Conferences Ltd. of the
`UK and Infomart of Canada.
`The organizers would like to thank the
`various Official supporting organizations — the Canadian Department
`of Communications,
`IVIPA — the International Viewdata Information
`Providers Association, VISPAC — the Videotex Information Service
`Providers Association of Canada and IIA — the Information Industry
`Association of the USA.
`
`In preparing Videotex'8l, Online and Infomart are extremely grateful
`to the session chairmen for their encouragement and help.
`
`Gary Arlen, Arlen Communications, USA
`Brian Botten, Fintel, UK
`Ann Cameron, Social Impact Subwcomittee, CVCC, Canada
`Kathleen Criner, American Newspaper Publishers Association, USA
`Charlie Garrigues, PTT, France
`Mike Gurstein, Socioscope, Canada
`Pete Hoke, Hoke Communications, USA
`Ran Ide, Department of Communications, Canada
`John Madden, Microtel Pacific Research, Canada
`Heinrich Merz, Deutsche Bundespost, FRG
`Norman Morrison, Viewdata Corporation of America, USA
`Doug Parkhill, Department of Communications, Canada
`Mark Plakias, LINK Resources, USA
`Robert Quinn, Consultant, USA
`Alex Roth, AFIPS, USA
`Andy Stephens, British Telecom, UK
`Paul Storfer, CBS/Publishing Group, USA
`Roger Woolfe, Butler Cox & Partners, UK
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`(1200?/flags
`
`Online is one of the world's leading specialists in the design and
`co—ordination of conferences and exhibitions concerned with the
`
`business applications of computer information and communications
`technology. During the last l0 years Online has co—ordinated some
`300 highly respected events in the UK, on the continent of Europe
`and in the United States.
`
`|lI|||||||I|l||IIIHIIIIIBIllllllllh||||l|l||ll"mm1|::sIII"'IIlllltIIHIIIIIII:
`IllllllllnnnmfllIlllIH flllllllml|||l|i|flI|llI
`
`Infomart is one of Canada's foremost videotex service organizations.
`The company offers a complete range of services to information
`providers,
`including videotex application design, page creation,
`software development and database computer operations.
`The
`electronic publishing subsidiary of Southam Inc. and Torstar
`Corporation, Infomart is also a supplier of online Search services
`and a turnkey supplier of the Telidon videotex system around the
`world.
`
`
`
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`iv
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`I v
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`
`Introduction
`
`Videotex is the generic name for a new mass medium that relates to
`a wide range of services,
`techniques and products of two—way
`television.
`It draws upon a potential which will revolutionize how
`we conduct out business and private lives.
`
`There has been much talk about the information revolution. Both
`
`television and the telephone have become such integral parts of our
`daily lives that we now take them for granted.
`The information
`revolution ahead of us and videotex, which links these technologies
`with the power of modern computers, promises to be a catalyst
`making a wealth of services available at the touch of a button.
`
`Applications of videotex are now being tested and introduced around
`the world.
`The British have an existing public service, and
`significant trials are already under way in France, Germany,
`Netherlands, Finland, Switzerland, Japan, Canada and the United
`States. Globally, more than 1,000 companies are active in the field.
`Important developments in the technology take place almost every
`week.
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`
`SOCIAL USES OF VIDEOTEX
`
`AND TELETEXT IN UK
`
`Brian G. Champness
`Department of Psychology
`Plymouth Polytechnic
`England
`
`The absence of methodologically sound studies of videotex
`and teletext makes the business of predicting social impact
`notoriously difficult.
`It is possible, however,
`to survey
`current social uses of these systems, and come to some
`tentative conclusions about future prospects.
`
`that
`Recent studies of who buys teletext, and why, suggest
`CEEFAX and ORACLE may indeed find a mass market, but for
`reasons that have little to do with satisfying some deep
`urge for masses of new information. Experience with
`specialised users suggests that education,
`the disabled
`and deaf can all benefit from videotex provided that either
`organisational ingenuity or finance are available.
`
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`332
`
`It is considerably easier and safer to survey the social
`uses of videotex and teletext than predict their social
`impact.
`The track record of forecasters is not good;
`the
`Library of Congress Legislative Reference section has a very
`long list of erroneous expert forecasts in science,
`technology
`and related fields. Videotex conferences have doubtless
`
`the study
`In any case,
`added considerably to the list.
`of the impact of technology requires extremely rigorous
`methodology. As one writer has pointed out, at the very least
`"to be credible, research studies of
`...innovation...must
`take full account of alternative means of accomplishing the
`same 'mission' " (1). Further,
`to predict impact in this
`field,
`there are surely two other kinds of information which
`are needed. First, what actually happens when a person sits
`down at home in front of a TV screen? (2).
`Secondly, it
`might be as well
`to find out what information ordinary people
`customarily need, and how they obtain it.
`The extraordinarily
`rich and thorough studies of information needs recently
`completed in a French rural comunity, and a large town,
`not only paint a vivid picture of everyday life, but also
`uncover people's worries about
`information, what kinds they
`seek, where they get it, and most
`important of all, whom
`they trust. There are very few rigorous studies of this kind;
`they must surely be essential for making any sensible
`predictions about
`the impact of new information systems.
`
`(3),
`
`Failing this kind of rigorous research,-it should be
`instructive to look at real users‘ experience of Britain's
`teletext and videotex systems, both of which have been in
`use for some time now. Predictions about Social
`impact
`derived thereby are likely to be at least as good as the
`inflated optimism frequently derived from the engineers‘
`technological determinism, (4), or conversely the equally biassed
`messages of doom arising from the social scientists‘ apprehension
`about machines.
`
`‘social’ includes education, community,
`For present purposes,
`and special group uses of the new information systems.
`
`Research on who buys teletext, videotex; and why
`
`Recent surveys of teletext and videotex use in homes, and
`reasons why people buy or rent these systems provides some
`comfort for CEEFAX and ORACLE providers, but little joy for
`
`
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`333
`
`those who believe that
`
`the information revolution is around
`
`reactions among a sample
`A careful survey of user
`the corner.
`of the 120,000 teletext users (5)
`indicates that they come
`from the professional or skilled occupational classes, are
`generally more prosperous than the population at large, and are
`generally heavier users of information of all sorts,
`including
`libraries. As for why they bought
`the sets in the first place,
`many simply wanted a new TV, and the salesman said that teletext
`was the latest thing to have. Having invested in it, however,
`users seemed to be well satisfied, using it about once per day
`mainly for news and sport.
`The conclusions are that teletext
`has a good chance of taking off, but that there will only be
`a residential market for Prestel if it becomes as cheap as
`teletext. There is some indication that users do not really
`see the need for 170,000 pages of information on their TVs.
`They tend to be regular magazine readers.
`
`Social uses of videotex and teletext: some examples
`
`Before surveying particular examples of social uses, it
`may be as well
`to remember that Prestel policy stands in
`marked contrast
`to that obtaining in other countries, Canada
`for example.
`The Broadcasting and Social Policy Branch of
`the Canadian Department of Communications asks for special
`attention to be paid to social aspects of new telecommunications
`services (6).
`In the present Toronto field trial, Bell has
`understood its responsibilities in the area of social impact,
`and has given 102 of its terminals to voluntary groups,
`(7).
`Prestel,
`in contrast, is now obliged to be commercially viable
`to the extent
`that
`there is no financial support for sponsoring
`social uses.
`CEEFAX and ORACLE manage to provide a service
`to deaf users, but as Colin McIntyre puts it: "unsupported
`by government grants" (8).
`So where community and social
`group uses have developed in UK,
`they have sometimes done so
`in spite of the prevailing commercial atmosphere.
`
`Education:
`
`teletext
`
`There have been a number of experiments involving teletext
`and education.
`In the CEEFAX and ORACLE '19 schools project‘
`in 1979, special pages were provided on teletext to back up
`a variety of TV programmes such as ‘Exploring Science’.
`These were available before and after the programmes,
`thus
`serving the dual functions of notes for the teachers, and
`
`
`
`.-::..w~..9-.d:_-::'...‘x.'£.L
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`334
`
`reminders for the students. This was later repeated for six
`junior schools (9).
`The experiments appeared to be successful,
`if unremarkable; one of the benefits being increased classroom
`discussion.
`
`telesoftware trial, which was described at Viewdata
`0RACLE's
`80, consisted of providing schools with computer
`terminals,
`(courtesy of the Department of Industry GOD), by means of which
`they could directly offload computer programmes broadcast
`over both ORACLE and CEEFAX. Brighton Polytechnic is at
`present evaluating the project.
`
`Education: videotex
`
`An increasing number of uses for Prestel in education are being
`considered and implemented.
`For the Prestel in Education trial
`the DOI has made available terminals and adaptors in 32
`institutions, covering a broad range of educational and training
`interests.
`The trial is being coordinated by the national
`Council for Educational Technology (CET); it seeks to investigate
`the potential of Prestel as a teachingflearning resource, as a
`means of giving students experience in using simple online
`computer information services, and to influence the development
`of the service.
`Institutional use is being logged,
`there are
`structured interviews, and the Prestel system itself is being
`used as a newsletter through a special response frame.
`
`The CET acts as an Umbrella Information Provider, encouraging
`other sub-information providers to contribute to the data base.
`An increasing number of institutions are now participating
`actively.
`In addition,
`the CET are experimenting with the
`use of Prestel as an aid to processing University applications.
`Candidates from schools can receive information about their
`
`applications via Prestel (10).
`
`Prestel as well as CEEFAX and ORACLE is being used for sending
`down software to users.
`A bank of programmes are being made
`available, and material can be down loaded from Prestel,
`Stored on a user terminal computer, and run when required.
`A similar system is being developed by the Educational Technology
`Department of the Open University,
`(called CYCLOPS).
`
`Educational developments appear to be accelerating. Hatfield
`Polytechnic's Advisory Unit for Computer based Education (ll)
`has already put a portfolio of 12 computer assisted learning
`
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`335
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`
`
`in addition to the 20 or 30
`packages on to Prestel. These,
`new references being added weekly to pages in the Prestel
`education trial have helped to make education one of the
`largest users of the system; (it regularly comes 4th or 5th
`in the league table of users).
`
`In a very short time, according to the Hatfield Unit, we
`will be seeing many of the 2,000 secondary schools which have
`microcomputers being able to pull down whole trees of
`information off Prestel, and interrogate them off line.
`
`This kind of development may help Prestel to take off as a
`useful system for education in general.
`Some sources feel
`that education, as a large user, should be getting a better
`deal from Prestel, which produces special booklets and
`seminars for business but not for education.
`Information
`
`(£4.00 for
`providers need to be wealthy to use Prestel,
`each frame, and £4,000 per annum service charge).
`So when
`the experiments cease, new Umbrella Information Providers
`will have to be organised, and this combined with schools’
`ability to use their computers to pull down chunks of the
`system off Prestel may have to be the way forward.
`
`Community uses of videotex
`
`information on
`A number of Government departments have put
`Prestel,
`including consumer rights, how to make planning
`applications, current
`food prices, and the functions of
`various departments.
`Some larger charities,
`the National
`Association of Citizen's Advice Bureaux, and the National
`Consumer Council are also involved.
`
`Libraries have taken part in an experimental project guided
`by ASLIB (Association of Special Libraries and Information
`Bureaux), partly funded by the British Library.
`Information
`includes advice on a range of social issues, welfare,
`employment,
`leisure interests, and where to find counselling
`advice.
`
`The success of these kinds of information service has been
`
`the libraries feel strongly in
`difficult to judge. Whereas
`principle for the idea of videotex, with its possibility of
`putting information directly into the home,
`there have been
`problems, mainly due to criticisms of the service actually
`offered by Prestel,
`(12).
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`336
`
`A new way of successfully using local council
`
`information
`
`information at the local
`It is apparent that most people want
`comunity level, but small district councils can not afford
`to use Prestel with its current charges.
`The Hatfield unit
`(see 11), have developed a strategy both for allowing local
`councils to provide information and to find money to pay
`the Prestel charges.
`In Hertfordshire a consortium of
`local district councils,
`ten in all,
`formed a corporate
`Information Providership.
`By renting pages out
`to local
`businesses,
`they were able to pay for information at the level
`of
`‘where to take your rubbish on a Sunday‘, and ‘what
`time the
`swimming pool opens‘, without putting a charge on local people.
`Mike Aston at Hatfield and his local council partners are hoping
`that others will follow their lead.
`
`It is becoming clear that by means of ingenuity and organisation,
`it is possible to use the Prestel system to get community and
`educational information out
`to the 9,000 users.
`The impact of
`these entrepreneurial activities will not be truly felt,
`however, until more Prestel sets come into homes and schools.
`
`Prestel and the disabled
`
`when Prestel was in its experimental phase a ‘social information
`committee‘ was set up with the express purpose of developing
`a managed tree structure for all information and advice of
`a social kind. Unfortunately, as one member associated with
`it said: "the branches of the advice tree were gradually
`lopped off because they bore no fruit".
`So now the structure
`of this social information tends to be somewhat haphazard.
`
`One interesting organisation that does have a considerable
`number of pages is Telemachus, which provides a database of
`350 active pages on all aspects of disability such as services
`offered, benefits, and new kinds of equipment for the physically
`handicapped.
`The number of accesses to the database is about
`500 per month, but it is not known how many of the 9,000 Prestel
`sets are actually serving disabled people directly.
`
`Telemachus designs, maintains and operates control systems
`for disabled people and is obviously interested in the
`possibilities of their being able to access information using
`a VDU and simple keyboard,
`(13). Unfortunately, keeping up
`a database of this sort is expensive.
`
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`337
`
`Prestel and the visually_handicapped
`
`It may seem strange to assert that Prestel-like
`systems could help the blind and visually handicapped, but
`there are three ways in which this could be achieved. Prestel,
`of course, has a machine—readable database.
`The Cambridge
`engineering laboratories are experimenting with a voice-
`synthesised output for ?restel, making the information accessible
`to the blind. Further,
`the totally blind could use the
`information by means of ‘dynamic braille machines‘, which
`communicate through servo-operated pins - in other words
`moving braille for the finger tips. Prestel pages could be
`read by a microprocessor and pushed out as dynamic braille.
`Finally, both CEEFAX/ORACLE and Prestel can have enlarged
`text on the screen, which could be useful
`to those with poor
`but useable vision.
`
`Teletext, videotex and the deaf community
`
`the
`Although Prestel has some pages for deaf people,
`greatest use has come from CEEFAX and ORACLE,
`the twin teletext
`systems. With over l20,000 teletext sets now in general use,
`substantial numbers of deaf and hard of hearing people have
`had an opportunity to try the system.
`Judging from the
`BBC's reports of deaf people's responses, and our own
`enquiries,
`teletext for the deaf is popular. Three of
`the most
`important organisations for the deaf report very
`favourable feedback.
`The British Deaf Association (EDA),
`mainly for profoundly deaf people, has said that information
`useful
`to the deaf includes news, advice, and dates of events.
`(They have looked at Prestel, but conclude that it is beyond
`the financial reach of both deaf individuals and their clubs.)
`The Royal National Institute for the Deaf
`(RNID) has also
`received favourable feedback, but are worried that deaf people
`may not even be able to afford teletext,
`let alone Prestel.
`Some time ago they started a TV for the deaf fund;
`this has
`been extended to supplying teletext sets for deaf clubs,
`(about
`40 so far).
`RNID has produced a booklet about teletext, and
`is trying to find out in more detail what deaf people think
`about
`the system, and how it can be improved.
`The rather more
`assertive Deaf Broadcasting Campaign is actively lobbying
`for subtitling on all TV programmes as soon as possible.
`
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`338
`
`We should, of course, make the distinction between two services
`that teletext offers deaf people; subtitling of programmes,
`and the equally popular pages of news, advice and feedback.
`The BBC have experimented with live subtitling using their
`Palantype shorthand system;
`(they used President Reagan's
`inaugural speech for the first experimental
`transmission).
`
`The favourable response to these kinds of pages is echoed in
`Sweden, which has been using the British system since July
`1978.
`In December 1981, of the 30,000 teletext viewers,
`about 202 were deaf or hard of hearing, and were universally
`appreciative of both general interest pages and subtitles.
`Text-TV, as it is called, is also being used for live
`commentary on sports programes; a facility which hearing
`people, somewhat surprisingly, also use and enjoy (14).
`
`After reviewing the relatively happy state of teletext
`provision and impact for deaf people, experience with Prestel
`has not been so rosy. The RNID had some early experience
`with Prestel, mounting a small trial in residential homes.
`But
`they gained the impression that the Prestel management
`had "little real interest in the welfare of small Information
`
`Providers offering a limited service with low prestige value"
`(12). Deaf organisations obviously need to get together
`into an Information Providers‘ consortium, as have the local
`councils in Hertfordshire.
`
`Conclusions on social use and impact
`
`Prestel does not directly support social uses of videotex;
`Information Providers have to pay the comercial rates.
`There are, however, special examples of users taking over
`the system, and engineering some social impact for themselves.
`Education is one of the heaviest users, and by combining Prestel
`with minicomputers it can make cheap use of the very large
`amounts of information stored there. Hatfield and the local
`
`councils have shown how to provide genuine comunity information
`by banding together as information providers and selling space
`to local business. Telemachus have shown that a variety of
`disabled people could make use of the system like Prestel,
`given the right interfacing technology, and some means of
`financial support.
`
`CEEFAX and ORACLE now have what might be considered a mass
`
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`
` § 8
`
`%
`
`market for general news, sport and entertainment information;
`and a satisfied specialised market for deaf people's services.
`
`there is a growing social impact on minority
`In sumary,
`and specialised groups of both videotex and teletext in
`the UK. But for the population at large,
`the impact can
`better be described as a gentle evolution rather than a
`technological revolution. Current evidence suggests that
`it will stay that way.
`
`Reference notes
`
`1.
`
`2.
`
`3.
`
`4.
`
`5.
`
`6.
`
`7.
`
`Tyler, M.
`the use?".
`
`"User
`
`research and demand research: what's
`
`"Communications for a sustainable society".
`Emery, F.
`Telecomunications Policy, 1980, December.
`
`Reports by Centre d'Etudes et d'Experimentation des
`Systemes d'Information, Marseille, 1980.
`
`“Social limits on educational
`Champness, B. & Young, I.
`technology”. European Journal of Education, 15, 3, 1980.
`
`"Teletext and Prestel: user reactions".
`London.
`
`CS & P Ltd.,
`
`Plowright, T.
`DOC, Canada.
`
`"Social aspects of videotex services".
`November, 1980.
`
`Campbell, J. & Gurstein, M.
`55.56.
`
`Social Impact Newsletter,
`
`8. McIntyre, C. European Broadcasting Review, March 1981.
`
`9.
`
`Council for Educational Technology news, Jan.
`
`'81.
`
`10.
`
`GET information Sheet.
`
`11. Aston, M. Times Higher Education Supplement, 6.6.
`and papers from the Hatfield Polytechnic Unit for
`Computer Based Education.
`
`'80.,
`
`"Cultural applications and implications of
`12. Young, I.
`videotex services in the UK".
`CS & P Ltd., London.
`
`13. Telemachus, PO Box 86, Aylesbury, Bucks, England.
`
`14. Holmberg, A.
`Sweden.
`
`Sveriges Television, 10510, Stockholm,
`
`-.-_.s>.'.-.
`
`
`
`..a.......__.-..-_.-..
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