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What is Interactive TV?

Mary McMahon
Mary McMahon
Mary McMahon
Mary McMahon

Interactive TV is television users can interact with, altering the appearance of what is displayed or having an impact on the display in some other way, rather than consuming passively. There are a number of approaches to interactive television, ranging from programs where viewers can vote to television with instant messaging capabilities, allowing people to chat while they are watching television. The earliest attempts at interactive television date to the 1950s, when viewers were invited to engage with what was happening onscreen, although they could not alter the programming itself. The phenomenon took off in the 1990s as more and more viewers acquired Internet and became accustomed to interactive programming.

Some interactive TV requires people to use special television sets designed for interactive programming. In other cases, the set-top box unit can have programming for interactive television, often connected to the user's Internet connection. Special remotes may be provided, as well with extra controls for interactive activities. In addition to using the Internet, interactive TV can also rely on the phone line or on cell phones, with people interacting over the phone.

Interactive TV allows viewers to become involved in the content or outcome, such as by registering their opinions in debates or changing camera angles while watching sports events.
Interactive TV allows viewers to become involved in the content or outcome, such as by registering their opinions in debates or changing camera angles while watching sports events.

Voting programs, where people interact with reality television or register real-time response to debates, are examples of interactive television. Sports programs may allow people to change camera angles and generate instant replays. People can also play games on interactive TV or use split screen programming, watching television on one screen and chatting, emailing, or engaging in other activities in the other.

Interactive televisions come with special remotes.
Interactive televisions come with special remotes.

Broadcasters use interactive TV as a means for creating an enhanced experience. It can also create a tailored ad experience for users, by feeding ads on the basis of activities and expressed preferences. This can increase ad targeting and advertisers may pay a premium for this service. The crossover between Internet and television broadcast content also permits for the development of television shows on the web with the potential for bringing those shows to broadcast on television or interactive gaming systems.

Broadcasters use interactive TV  to create an enhanced viewing experience.
Broadcasters use interactive TV to create an enhanced viewing experience.

This development in media was not welcomed with open arms by all media consumers. Some people feared that interactive TV would result in split focus for viewers, or found it distracting. Other critics expressed concerns about targeted advertising and the potential for reaching children through the messages in interactive programming. Privacy worries were also brought up by some consumer advocates who examined the systems used for targeted advertising and consumer to consumer interactions and were worried about the lack of safeguards in place for consumer privacy.

Mary McMahon
Mary McMahon

Ever since she began contributing to the site several years ago, Mary has embraced the exciting challenge of being a EasyTechJunkie researcher and writer. Mary has a liberal arts degree from Goddard College and spends her free time reading, cooking, and exploring the great outdoors.

Learn more...
Mary McMahon
Mary McMahon

Ever since she began contributing to the site several years ago, Mary has embraced the exciting challenge of being a EasyTechJunkie researcher and writer. Mary has a liberal arts degree from Goddard College and spends her free time reading, cooking, and exploring the great outdoors.

Learn more...

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    • Interactive TV allows viewers to become involved in the content or outcome, such as by registering their opinions in debates or changing camera angles while watching sports events.
      By: Innovated Captures
      Interactive TV allows viewers to become involved in the content or outcome, such as by registering their opinions in debates or changing camera angles while watching sports events.
    • Interactive televisions come with special remotes.
      By: StudioAraminta
      Interactive televisions come with special remotes.
    • Broadcasters use interactive TV  to create an enhanced viewing experience.
      By: Monkey Business
      Broadcasters use interactive TV to create an enhanced viewing experience.