Fox network shocked the TV world when it won the rights to broadcast National Football League games, outbidding CBS. Just as that deal proved a Trojan Horse for getting Fox into the broadcast mainstream, so it will be with iTV.
Compare that with the Trojan Horse strategies of rivals Claria (once known as Gator) and WhenU: Their software is often embedded in games or screen savers that many people download unknowingly. (The companies insist they give fair warning of what you're downloading in their click-on licenses.) "No need to be obnoxious, " says Keith Smith, 33, who founded 180 in 1999.