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Television has conquered our living rooms since its introduction. The TV is often placed at a
central spot in our living room, unless multiple TV sets in households the best TV set is
placed in the living room. The television proved itself as a very sociable medium, the content
for instance is often a reference for conversations. Television can bind people, think of live
football coverage, national events and daily soap series.
Television is changing from a social and passive medium into an interactive and
personalized medium. The recent developments of Interactive Television (ITV) raises
questions about the way we experience television. What is the role of the added interactivity
to television, how can we use it and how does it change our viewing experience? Is the
audience willing to adopt an interactive way of watching TV?
History suggests that there is a good reason to be cautious about market viability when
faced with new technologies. New services are often focussed at technological advance
instead of the users need. This is a tendency what can be recognized in the development of
ITV. The adoption of ITV has not been very successful. In order to develop appealing ITV
services we need to understand why and how people watch traditional TV. This to
understand how we can develop ITV formats what can help the adoption of a new medium.
This thesis describes how the important functions of television in its present form can be
used to stimulate the adoption of future Interactive Television applications.