Predictions from 1994
1943- ; Founding professor, Media Lab, Massachusetts Institute of Technology
People who use their interactive screens to book a salmon-fishing holiday in Scotland might switch on a baseball game the next day to find themselves watching advertisements for outdoor clothing or fly-fishing equipment in the commercial break. Over time interactive television would build up such accurate profiles of individuals from their viewing and buying habits that every advertisement would be individually tailored to meet their wants and needs. One commercial might suggest you book a table at Lutece's for your wedding anniversary tomorrow; another could recommend a Hermes tie to match that shirt you bought last week; a third might remind you that you usually change your car around this time and suggest you look at the new Lexus.
• May 1994