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Viewtron was an
online service An online service provider (OSP) can, for example, be an Internet service provider, an email provider, a news provider (press), an entertainment provider (music, movies), a search engine, an e-commerce site, an online banking site, a health site, ...
offered by
Knight-Ridder Knight Ridder was an American media company, specializing in newspaper and Internet publishing. Until it was bought by McClatchy on June 27, 2006, it was the second largest newspaper publisher in the United States, with 32 daily newspaper b ...
and
AT&T AT&T Inc. is an American multinational telecommunications holding company headquartered at Whitacre Tower in Downtown Dallas, Texas. It is the world's largest telecommunications company by revenue and the third largest provider of mobile ...
from 1983 to 1986. Patterned after the British Post Office's Prestel system, it started as a
videotex Videotex (or interactive videotex) was one of the earliest implementations of an end-user information system. From the late 1970s to early 2010s, it was used to deliver information (usually pages of text) to a user in computer-like format, typi ...
service requiring users to have a special terminal, the
AT&T Sceptre The AT&T Sceptre was a graphical terminal launched by AT&T in October 1983, used for the two largest deployments of videotex in the United States: Knight Ridder's Viewtron service in Florida, and the Los Angeles Times' Gateway service in Southern C ...
. As home computers became important in the marketplace, the development focus shifted to IBM,
Apple An apple is an edible fruit produced by an apple tree (''Malus domestica''). Apple trees are cultivated worldwide and are the most widely grown species in the genus '' Malus''. The tree originated in Central Asia, where its wild ancest ...
,
Commodore Commodore may refer to: Ranks * Commodore (rank), a naval rank ** Commodore (Royal Navy), in the United Kingdom ** Commodore (United States) ** Commodore (Canada) ** Commodore (Finland) ** Commodore (Germany) or ''Kommodore'' * Air commodore ...
and other
personal computer A personal computer (PC) is a multi-purpose microcomputer whose size, capabilities, and price make it feasible for individual use. Personal computers are intended to be operated directly by an end user, rather than by a computer expert or te ...
s. Viewtron differed from contemporary services like
CompuServe CompuServe (CompuServe Information Service, also known by its initialism CIS) was an American online service provider, the first major commercial one in the world – described in 1994 as "the oldest of the Big Three information services (the oth ...
and
The Source ''The Source'' is an American hip hop and entertainment website, and a magazine that publishes annually or . It is the world's longest-running rap periodical, being founded as a newsletter in 1988 by Jonathan Shecter. David Mays was the ma ...
by emphasizing news from
The Miami Herald The ''Miami Herald'' is an American daily newspaper owned by the McClatchy Company and headquartered in Doral, Florida, a city in western Miami-Dade County and the Miami metropolitan area, several miles west of Downtown Miami.Associated Press The Associated Press (AP) is an American non-profit news agency headquartered in New York City. Founded in 1846, it operates as a cooperative, unincorporated association. It produces news reports that are distributed to its members, U.S. new ...
and
e-commerce E-commerce (electronic commerce) is the activity of electronically buying or selling of products on online services or over the Internet. E-commerce draws on technologies such as mobile commerce, electronic funds transfer, supply chain manag ...
services from
JCPenney Penney OpCo LLC, doing business as JCPenney and often abbreviated JCP, is a midscale American department store chain operating 667 stores across 49 U.S. states and Puerto Rico. Departments inside JCPenney stores include Mens, Womens, Boys, Gi ...
and other merchants over computer-oriented services such as file downloads or online chat. Intended to be "the
McDonald's McDonald's Corporation is an American multinational fast food chain, founded in 1940 as a restaurant operated by Richard and Maurice McDonald, in San Bernardino, California, United States. They rechristened their business as a hambur ...
of videotex," Viewtron was specifically targeted toward users who would be apprehensive about using a computer. Viewtron also offered airline schedules from the
Official Airline Guide OAG is a global travel data provider with headquarters in the UK. The company was founded in 1929 and operates in the USA, Singapore, Japan, Lithuania and China. It has a large network of flight information data including schedules, flight st ...
(OAG),
real estate Real estate is property consisting of land and the buildings on it, along with its natural resources such as crops, minerals or water; immovable property of this nature; an interest vested in this (also) an item of real property, (more genera ...
research from Century 21,
e-cards E-card is an electronic postcard or greeting card, with the primary difference being that it is created using digital media instead of paper or other traditional materials. E-cards are made available many different ways, usually on various Intern ...
from
Hallmark A hallmark is an official mark or series of marks struck on items made of metal, mostly to certify the content of noble metals—such as platinum, gold, silver and in some nations, palladium. In a more general sense, the term '' hallmark'' can a ...
, product information from
Consumer Reports Consumer Reports (CR), formerly Consumers Union (CU), is an American nonprofit consumer organization dedicated to independent product testing, investigative journalism, consumer-oriented research, public education, and consumer advocacy. Found ...
, educational software from Scott Foresman,
online auctions An online auction (also electronic auction, e-auction, virtual auction, or eAuction) is an auction held over the internet and accessed by internet connected devices. Similar to in-person auctions, online auctions come in a variety of types, with ...
, financial services from
American Express American Express Company (Amex) is an American multinational corporation, multinational corporation specialized in payment card industry, payment card services headquartered at 200 Vesey Street in the Battery Park City neighborhood of Lower Man ...
and
EF Hutton EF Hutton was an American stock brokerage firm founded in 1904 by Edward Francis Hutton and his brother, Franklyn Laws Hutton. Later, it was led by well known Wall Street trader Gerald M. Loeb. Under their leadership, EF Hutton became one of ...
, as well as limited
online banking Online banking, also known as internet banking, web banking or home banking, is an electronic payment system that enables customers of a bank or other financial institution to conduct a range of financial transactions through the financial ins ...
services as part of a research program into the uses and costs of banking online that included 20 US and Canadian banks. At its height, Viewtron was operated in at least 15 cities by various newspaper companies. After six years of research and an investment reportedly in excess of $50 million, Viewtron never turned a profit, and, despite its developer's forecasts of breaking even in two years, Knight Ridder did not expect it ever would be profitable.
AT&T AT&T Inc. is an American multinational telecommunications holding company headquartered at Whitacre Tower in Downtown Dallas, Texas. It is the world's largest telecommunications company by revenue and the third largest provider of mobile ...
had invested over $100 million in the project, but was forced to write off that investment as part of its court-ordered breakup. Viewtron closed on March 31, 1986, after an attempt by the Independent Commodore Users Group to buy the service failed. A feature tying Viewtron to local newspapers was envisioned, with printed text instructing users how to access further information online, but it was never implemented. In 2008, ''
PCWorld ''PC World'' (stylized as PCWorld) is a global computer magazine published monthly by IDG. Since 2013, it has been an online only publication. It offers advice on various aspects of PCs and related items, the Internet, and other personal tech ...
'' magazine named Viewtron to a list of the biggest project failures in
information technology Information technology (IT) is the use of computers to create, process, store, retrieve, and exchange all kinds of data . and information. IT forms part of information and communications technology (ICT). An information technology syste ...
(IT) history.


Technical details

Hosted on a fault-tolerant Tandem/16
minicomputer A minicomputer, or colloquially mini, is a class of smaller general purpose computers that developed in the mid-1960s and sold at a much lower price than mainframe and mid-size computers from IBM and its direct competitors. In a 1970 survey, ' ...
, Viewtron used the
NAPLPS NAPLPS (North American Presentation Level Protocol Syntax) is a graphics language for use originally with videotex and teletext services. NAPLPS was developed from the Telidon system developed in Canada, with a small number of additions from AT&T ...
graphics language to provide a user interface that was graphically sophisticated by the standards of the time. According to Chip Bok, screens were crafted so as they loaded, elements would be drawn in sequence, "the way you would tell a story." Unlike
HTML The HyperText Markup Language or HTML is the standard markup language for documents designed to be displayed in a web browser. It can be assisted by technologies such as Cascading Style Sheets (CSS) and scripting languages such as JavaS ...
, NAPLPS allowed screen elements that remained unchanged through different pages of a story to remain static, an important concern with the low bandwidth 300-2400
baud In telecommunication and electronics, baud (; symbol: Bd) is a common unit of measurement of symbol rate, which is one of the components that determine the speed of communication over a data channel. It is the unit for symbol rate or modulat ...
modem A modulator-demodulator or modem is a computer hardware device that converts data from a digital format into a format suitable for an analog transmission medium such as telephone or radio. A modem transmits data by modulating one or more c ...
s then in use. Despite being initially restricted to the chiclet keyboard-equipped AT&T Sceptre terminal, Viewtron's developers foresaw that general purpose
personal computer A personal computer (PC) is a multi-purpose microcomputer whose size, capabilities, and price make it feasible for individual use. Personal computers are intended to be operated directly by an end user, rather than by a computer expert or te ...
s would soon become the preferred way to consume online content. The Viewtron software was written from the beginning to be easily portable, and the work was able to be completed within 24 hours after the decision to refocus on home computer development. Viewtron did not initially allow users to send private messages to each other, a conscious decision by Knight Ridder to exert editorial control. Knight Ridder's vision for the service was offering products and services for users to consume, not in providing a medium for communication. When interactive features were later added, Knight Ridder discouraged their use, fearing that users interacting directly with each other would lead to a "
dystopia A dystopia (from Ancient Greek δυσ- "bad, hard" and τόπος "place"; alternatively cacotopiaCacotopia (from κακός ''kakos'' "bad") was the term used by Jeremy Bentham in his 1818 Plan of Parliamentary Reform (Works, vol. 3, p. 493). ...
without newspapers."


Service history

Known as "
Bowsprit The bowsprit of a sailing vessel is a spar extending forward from the vessel's prow. The bowsprit is typically held down by a bobstay A bobstay is a part of the rigging of a sailing boat or ship. Its purpose is to counteract the upward tensio ...
", Viewtron underwent a test period in 125 upper-income homes in
Coral Gables, Florida Coral Gables, officially City of Coral Gables, is a city in Miami-Dade County, Florida. The city is located southwest of Downtown Miami. As of the 2020 U.S. census, it had a population of 49,248. Coral Gables is known globally as home to the ...
from 1980-1981, where it was determined that customers would pay up to $600 for the required terminal. The stability of the
Southern Bell Southern Bell Telephone and Telegraph Company was once the regional Bell Operating Company serving the states of Georgia, Florida, North Carolina, and South Carolina prior to the breakup of AT&T. It also covered the states of Alabama, Kentuc ...
phone system that would carry the data was also a factor in the launch location. The service went live in south Florida ( Dade, Broward, Monroe, and Palm Beach counties) on October 30, 1983. Viewtron expanded to include all of Florida in 1984 and to other U.S. cities by 1985. After Viewtron went national, its subscriber base quickly grew from 3,000 users to 20,000. Despite its rapid growth, Viewtron soon learned that the majority of users dropped their subscriptions after six months, and the most used areas of the service among the remaining users were not Viewtron's news feeds, but the email and live chat. At the service's introduction, customers could buy the AT&T terminal but after May 1984 it was only offered for rental at $39.95 per month, which included a subscription to the service. Other customers paid $12 per month, plus a $1 hourly charge for access. After October 1985, Viewtron was carried nationally over the Tymnet, Telenet, and Uninet time sharing networks in the US, and by Datapac in Canada at a surcharge of 9 cents per minute on nights and weekends, and 22 cents per minute on weekdays.


Demise

Shortly after Viewtron's launch, Vice President Reid Ashe circulated a memo noting slower than expected sales and infrequent usage patterns. The memo drew the conclusion that people saw the service as a "toy" and weren't integrating Viewtron into their daily news routine. A crossed out statement in the memo discussed the differences between the newspaper business and online information delivery, noting the latter's lower cost of entry, lower profit margins, and likely increased competition. The act of crossing out this statement has been taken as a sign of Knight Ridder's unwillingness to recognize the changes in the news business that new technology was bringing and called into question Knight Ridder's intentions for Viewtron. On March 31, 1985 the group within Knight Ridder responsible for developing Viewtron wrote Knight Ridder's board of directors advocating a new direction, one that pursued business and personal computer applications. The memo recommended lowering the monthly price of the service, discontinuing the AT&T terminal to concentrate on home computer development, and conducting another review in six months. The memo pointed out that this direction was preferable because it would compete with the newspapers less than the existing service. Viewtron's downfall came when Knight Ridder discovered at the end of 1985 that, despite the bulk of its expenses going toward the service's news feeds, users were spending most of their online time using Viewtron's less-profitable email, message boards, and educational areas. Instead of effectively becoming an
online service provider An online service provider (OSP) can, for example, be an Internet service provider, an email provider, a news provider (press), an entertainment provider (music, movies), a search engine, an e-commerce site, an online banking site, a health site, ...
, Knight Ridder decided to concentrate on its core news business, and Viewtron was discontinued on March 31, 1986. According to Philip Meyer, director of News and Circulation Research for Knight Ridder at the time, "We made the mistake of thinking in newspaper analogies. Thus the central computer was like a printing press in our minds, and telephone wires were the delivery trucks... . As newspaper people, we were looking for a community-based natural monopoly, like a newspaper, but without the variable costs of paper, ink, and transportation."


Reception

''
Ahoy! ''Ahoy!'' was a computer magazine published between January 1984 and January 1989 in the US, focusing on all Commodore color computers, but especially the Commodore 64 and Amiga. History The first issue of ''Ahoy!'' was published in January 198 ...
'' praised Viewtron in its November 1985 issue, citing e-commerce, chat, news, and games as strengths and adding that the service had "the best customer service department it has ever been my pleasure to call."


References


External links


David Carlson's Online Timeline - The 1980sAT&T Archives: Viewtron: How to Use (1983)

AT&T Archives: The Viewtron System and Sceptre Videotex Terminal (1983)
*Henry Urrows
Floridians experiment with videotex buying
''
InfoWorld ''InfoWorld'' (abbreviated IW) is an information technology media business. Founded in 1978, it began as a monthly magazine. In 2007, it transitioned to a web-only publication. Its parent company today is International Data Group, and its siste ...
'', April 9, 1984
NS 2852: Tech before its time (six articles)

Knightfall: Knight Ridder And How The Erosion Of Newspaper Journalism Is Putting Democracy at Risk
{{Videotex Videotex Knight Ridder AT&T Pre–World Wide Web online services American journalism Corporate spin-offs