British Telecommunications stirs rush to test Europe's multimedia market

Numerous British and US companies have joined British Telecommunications PLC (BT) in its 1995 trial to market interactive video services. The trial will be the largest in Europe, including 2,500 paying customers. The large number of new companies joining the trial has prompted BT to delay the test by at least six months to mid-1995. The BT trial will offer more services than most US trials. BT has been able to set tough terms for participating companies due to the number of companies interested. Some companies will provide programming and cash. The difficult negotiations are only a hint of what will come if the trial is successful and BT launches a commercial service later in the 1990s. Five TV broadcasters, for example, are collaborating on the trial but would likely compete for programming in a commercial service.