Interactive digital television (iDTV) enables a viewer to interact with TV content, respond to an ad or access internet-based services. For example, viewers can take part in a TV programme, play games, make purchases and even send text messages and emails, all through their television set. Interactive television allows advertisers, broadcasters and site operators to provide services that are:
- Contextual: By “pressing red” viewers can enjoy interactive applications directly linked to the programme or ad they are watching
- Relevant: The service is chosen to suit a channel’s audience
- Convenient: The viewer can continue to enjoy what they are watching while interacting with the service
Digital television offers greater opportunities for interactivity with viewers by enabling broadcasters to transmit more information via satellite, broadband or cable; by providing advertisers with new ways to target consumers; and by allowing site operators to reach new audiences through a range of e-business services.
There are many ways that a viewer can interact via television, but we can divide the interactivity into five main areas: