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`VIDEOTEX'81 International Conference & Exhibit ion
`May 20-22, 1981, Toronto, Canada
`
`~ Online Conferences Ltd. & Infomart 1 98 1
`
`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, r ecord ing or otherwise,
`without written p ermission from the
`Publisher.
`
`Published by Online Conferences Ltd.,
`Northwood Hills, Middlesex, UK
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`Preface
`
`This book comprises the proceedings of Videotex'Bl -North America'
`first major international conference to examine this exc
`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'Bl 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
`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'Bl, 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 Sub-committee, 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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`mm!JOmm
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`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 10 years Online has co-ordinated some
`300 highly respected events in the UK, on the continent of Europe
`and in the United States.
`
`= --
`
`=
`
`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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`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 soc.ial impact
`notoriously difficult. It is possible, however, to survey
`current social uses of these systems, and come to some
`tentative conclusions about future prospects.
`
`Recent studies of who buys teletext, and why, suggest that
`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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`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
`added considerably to the list.
`In any case, the study
`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
`'mission' " (1). Further, to predict impact in this
`same
`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 community, and a large town, (3),
`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.
`
`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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`those who believe that the information revolution is around
`the corner. A careful survey of user
`reactions among a sample
`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 10% 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
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`reminde r s for the students. This was later repeated for Slx
`junior schools (9). The experiments appeared to b e successful,
`if unremarkable; one of the benefits being increas ed c lassroom
`discussion.
`
`ORACLE's t e l esof tware trial, which was describ ed at Viewdata
`80, consisted of providing schools with computer terminals,
`(courtesy of the Department of Indus try QJOI) ), by means of '\vhich
`they coul d directly offload computer programmes broadcast
`over both ORACLE and CEEFAX. Brighton Polytechni c is at
`present eva luating the project.
`
`Educati on : videotex
`
`An incre asing number of us e s for Prestel in education are being
`considered and implemented. For the Prestel in Educat ion 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 Technolo gy (CET); it seeks to investigate
`the potential of Prestel as a teaching/learning resource, as a
`means of giving students experience in using simpl e 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 respons e frame .
`
`The CET act-s as an Umbrella Information Provider, encouraging
`other sub-i nformation providers to contribute to the data base.
`An incr easing number of institutions are now parti cipa ting
`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 Hhen required.
`A similar system is being deve loped by the Educational Technology
`Department of the Open University, (called CYCLOPS).
`
`Educational developments app ear to be accelerating. Hatfield
`Polytechnic's Advisory Unit for Computer based Education (11)
`has already put a portfolio of 12 computer assisted learning
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`packages on to Prestel. These, in addition to the 20 or 30
`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
`ln 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 fo~ business but not for education.
`Information
`providers need to be wealthy to use Prestel, (£4.00 for
`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 dovm chunks of the
`system off Prestel may have to be the way forward.
`
`Community uses of videotex
`
`A number of Government departments have put information on
`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 servlce has been
`difficult to judge. Whereas the libraries feel strongly in
`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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`A new way of successfully using local council information
`
`It is apparent that most people want information at the local
`community 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 cow~unity 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
`
`'social information
`When Prestel was in its experimental phase a
`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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`Prestel and the visually hand i cappe d
`
`It may seem strange to assert that Prestel-like
`systems could help the blind and visually handicapped, but
`ther e are three ways in which this could be achieved. Prestel,
`of course, has a machine-readable database. The Cambridge
`engineering laboratories are experimenting v1i th a voice(cid:173)
`synthesised output for Prestel, making the information accessible
`t o the blind. Further, the tot al l y 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 micropro ces sor 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
`
`Al though Prestel has some pages for deaf people, the
`greatest use has come from CEEFAX and ORACLE, the t win teletext
`systems. With over 120,000 tel e text sets now in general use,
`substantial numbers of deaf and hard of he aring people have
`had an opportunity to try th e system.
`Judging from the
`BBC's reports of deaf people's responses, and our own
`enquiri es, teletext for the deaf is popular. Three of
`the most important organisations for the deaf report very
`favourable feedback. The British Deaf Association (BDA),
`mainly for profoundly deaf peopl e , has said that information
`usefu l to the deaf includes news, advice, and dat es 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
`r e ceived favourable feedback, but are worried that de af people
`may not even be able to afford tel etext, l e t 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 bo ok let about teletext, and
`is trying to find out in more detail what deaf peopl e think
`about the system, and how it can be improved. The rather more
`assertive Deaf Broadcasting Campaign is active ly lobbying
`for subtitling on all TV programmes as soon as possible.
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`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 20% 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 programmes; a facility '..:rhich 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 commercial 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 community 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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`market for general news, sport and entertainment information;
`and a satisfied specialised market for deaf people's services.
`
`In summary, there is a growing social impact on minority
`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.
`Telecommunications Policy, 1980, December.
`
`Reports by Centre d'Etudes et d'Experimentation des
`Systemes d'Information, Marseille, 1980.
`
`Champness, B. & Young, I. "Social limits on educational
`technology". European Journal of Education, 15, 3, 1980.
`
`"Teletext and Prestel: user reactions". CS & P Ltd.,
`London.
`
`Plowright, T.
`DOC, Canada.
`
`"Social aspects of videotex services".
`November, 1980.
`
`Campbell, J. & Gurstein, H. Social Impact Newsletter,
`55.56.
`
`8. Mcintyre, C. European Broadcasting Review, March 1981.
`
`9.
`
`Council for Educational Technology news, Jan. '81.
`
`10. CET information sheet.
`
`11. Aston, M. Times Higher Education Supplement, 6.6. '80.,
`and papers from the Hatfield Polytechnic Unit for
`Computer Based Education .
`
`12. Young, I. "Cultural applications and implications of
`videotex services in the UK". CS & P Ltd., London.
`
`13. Telemachus, PO Box 86, Aylesbury, Bucks, England.
`
`14. Holmberg, A. Sveriges Television, 10510, Stockholm,
`Sweden.
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