Interactive TV

"Interactive TV,” (ITV) says David Burke, British Director of White Dot, the international campaign against television, “is any television with what is called a ‘return path." David, author of te book, Spy TV: Just Who Is the Digital TV Revolution (2000) also says, “The whole concept of interactive television is wrapped around the idea of using the TV connections in homes to gather feedback from consumers and boost sales of products. Interactive TV is expected to soon become a multi-billion-dollar enterprise, and it is expected to refine as digital television becomes the standard of use.”

With an interactive TV, information flows not only from broadcaster to viewer, but also back from viewer to broadcaster. Patti Constantakis-Valdez, writing for The Museum of Broadcast Communications says, “The future of interactive television is unclear. No one is sure how ITV will be delivered to homes or even what ITV will look like. What is certain is that when it does arrive, ITV will change the medium of television in ways that audiences and producers have not yet begun to imagine.”