Screen test.
There has been a mixed reaction to the prospect of selling insurance via interactive TV. With telecommunications uncertainty still in the headlines, only time will tell whether it is a success or not, says Lynn Rouse.
Interactive TV (iTV) is being heralded as the next big thing ininsurance distribution - Pricewaterhouse Coopers predicts that by 2004,
29.5 million customers will be accessing financial services
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