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What is Interactive Television

Encyclopedia of Multimedia Technology and Networking, Second Edition
Defined as domestic television boosted by interactive functions, made possible by the significant effects of digital technology on television transmission systems. It supports subscriber-initiated choices or actions that are related to one or more video programming streams.
Published in Chapter:
Interactive Digital Television
Margherita Pagani (Bocconi University, Italy)
DOI: 10.4018/978-1-60566-014-1.ch098
Interactive television (iTV) can be defined as the result of the process of convergence between television and the new interactive digital technologies (Pagani, 2000a; 2000b; 2003). Interactive television is basically domestic television boosted by interactive functions that are usually supplied through a ‘back channel.’ The distinctive feature of interactive television is the possibility that the new digital technologies give the user to interact with the content that is on offer (Flew, 2002; Owen, 1999; Pagani, 2000a; 2000b; 2003). The evolution towards interactive television has not an exclusively technological, but also a profound impact on the whole economic system of digital broadcaster—from offer types to consumption modes, and from technological and productive structures to business models. This article attempts to analyze how the addition of interactivity to television brings fundamental changes to the broadcasting industry. The article first defines interactive transmission systems and classifies the different services offered according to the level of interactivity determined by two fundamental factors such as response time and return channel band. After defining the conceptual framework and the technological dimension of the phenomenon, the study analyzes the new types of interactive services offered. The Interactive Digital Television (iDTV) value chain will be discussed to give an understanding of the different business elements involved.
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More Results
From E-Learning to T-Learning
Interactive television describes technology allowing viewers to interact with television content while viewing. To be truly interactive, the viewer must be able to alter the viewing experience or return information to the broadcaster. This “back channel” can be by telephone, mobile SMS (text messages), or cable.
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Televised Sporting Events: Applications of Second Screens
The evolution of the TV medium towards a more participatory environment for viewers. Driven by digitization, it has different levels and services.
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Accessibility Solutions for Visually Impaired Persons: A Digital Platform Conceptualization
All television systems with a return channel that allow the user to perform interactions, with content or services, which go beyond the operation of traditional teletext, changing channels and image and sound adjustments.
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