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Interactive television describes any number of efforts to allow viewers to interact with television content as they view. It is sometimes called interactive TV, iTV, idTV or ITV (not to be confused with the British Independent Television network). To be truly Interactive, the viewer must be able to alter the viewing experience (eg choose which angle to watch a football match), or return information to the broadcaster. This "return path" or "back channel" can be by telephone, mobile SMS (text messages), or cable. Cable viewers receive their programs via a cable, and in the integrated cable return path enabled platforms, they use the same cable as a return path. Satellite viewers (mostly) return information to the broadcaster via their regular telephone lines. They are charged for this service on their regular telephone bill. Interactive TV can also be delivered via a terrestrial aerial (digital terrestrial TV such as 'Freeview' in the UK). In this case, there is often no 'return path' as such - so data cannot be sent back to the broadcaster (so you could not, for instance, vote on a TV show, or order a product sample) . However, interactivity is still possible as there is still the opportunity to interact with an application which is broadcast and downloaded to the set-top box (so you could still choose camera angles, play games etc). The term "interactive television" is used to refer to a variety of rather different kinds of interactivity (both as to usage and as to technology), and this can lead to considerable misunderstanding. At least three very different levels are important:
Many think of interactive TV primarily in terms of "one-screen" forms that involve interaction on the TV screen, using the remote control, but there is another significant form of interactive TV that makes use of "two-screens." In this case, the second screen may be a PC that is connected to a Web site that is synchronized to the TV broadcast, but other two-screen forms can involve interaction with mobile phones or PDAs. Such services are sometimes called "Enhanced TV" or ETV. Notable two-screen services have been offered for specific popular programs by many US broadcast TV networks. One-screen interactive TV generally requires special support in the set-top box, but two-screen ETV services generally do not, relying instead on Internet or mobile phone servers to coordinate with the TV. Interactive TV is often described as "lean back" interaction, as users are typically relaxing in the living room environment with a remote control in one hand. This is in contrast to the personal computer-oriented "lean forward" experience of a keyboard, mouse and monitor. In the case of "two-screen" Interactive TV, however, there may be a mix of "lean-back" and "lean-forward" interaction. There has been a growing proclivity to media multitasking, in which multiple media devices are used simultaneously (especially among younger viewers). This has increased interest in two-screen services, and is creating a new level of multitasking in interactive TV known as "coactive TV." For one-screen services, interactivity is supplied by the manipulation of the API of the particular software installed on a set-top box, referred to as 'middleware' due to its intermediary position in the operating environment. Software programs are broadcast to the set-top box in a 'carousel'. On UK DTT (Freeview), in DVB-MHP systems and for OCAP, this is a DSM-CC Object Carousel. The set-top box can then load and execute the application. In the UK this is typically done by a viewer pressing a 'trigger' button on their remote control (e.g. the red button, as in 'press red'). Typically the distribution system is based on the MPEG-2 specification.
Development of applications using these technologies is traditionally drawn out due to the limitations of the set-top box, the large amount of testing required and the lack of standardisation of deployed units. Almost all are proprietary and subject to heavy licensing restrictions. Some interactive television projects are consumer electronics boxes which provide set-top interactivity, while other projects are supplied by the cable television companies (or multiple system operator, or MSO) as a system-wide solution. Some examples of interactive television include:
See also
External links
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