Interactive television began as an evolution from traditional black and white television, with producers seeking to enhance programs and make the viewing experience more interactive. Interactive television allows two-way communication between viewers and programmers, enabling viewers to respond to and provide input for programming in real-time. While interactive television faces challenges around inconsistent technologies across operators, it creates new opportunities for advertisers and opens up the television experience beyond passive viewing.

1. InteractiveInteractive
TelevisionTelevision
It begin where it started from a common black and white television,
which then evolves into becoming an Interactive television.
During the early period, producers have been trying to enhance and
produce programmes and channels in becoming more interesting,
dynamic, participatory and educational in which it is known as
interactive.

2. IntroductionIntroduction
What is an Interactive television ?
 a combination between an interactive technology and television.
 offers a control over programming system where it enables the audience
to response immediately to the programme.
 It also refers to any technology that the audience has the power to make a
television channel or programme to engage in a dialogue.
 having a dialogue which takes the audience beyond a passive experience
of watching television and allowing them to make their own choices and
take certain action .
 broadcasters and platform operators such as cable companies can easily
give information together with the television signal and also give the
audience an opportunity to send back the information.
 It is a relationship between the audience and the producers will have
exciting ways to interact with one another.

3. How does interactive TVHow does interactive TV
works?works?
• Works through a lot of technologies
• Helps us by provide two-way communication path between your digital cable service
and the programmer or advertiser
• This kind of path gives us ability to interact with your TV via elements such as real time
screen pop-ups and message overlays
• Real-time screen pop-ups here mean it appear and alert you that your system has been
infected with spyware or malware. When you browse on Internet, you may come across
a lot of pop up advertisement of different products which may contain hidden malicious
codes or scripts running in the background. When you mistakenly click on the window,
the hidden code or scripts will get installed on your computer automatically.
• Message overlays here mean a tiny utility that shows a message box or task dialog on a
dimmed desktop. This ensures the attention of the user and makes it a great app for
any script that needs to inform a user.

4. Examples images of:Examples images of:
a) Real time screen pop
ups

5. Examples images of:Examples images of:
b) Message Overlays

6. Through interactive TV and pressing a button on your remote
control, we can obtain useful information such as news,
weather and traffic news.
Through one click of your remote, we can buy many services
and products that we want on the screen, access free product
offers, and get up-to-the-minute of news or weather, and
many more.
We can also pause the live programming, record the shows or
skip it through TV advertisements if only our TV has already
include DVR’S (digital video recorders) which it offering a
simple way to access what they want to watch when they
want to watch it.

7. Nowadays, interactive TV has the ability to vote or cast our
opinion via the TV set.
Now, lots of television programming asks the viewers to
participate on live in their show.
This kind of asking include of giving our opinion or views of the
new program, voting for the favourite entertainer, take part in
the games show and many more.

8. Interactive programming benefits both the
viewers and businesses involved.
For viewers, there are more choices in
programming than ever before and you can do
much more with how you view your TV.
For businesses, interactive TV helps them
market products and services that a specific
viewer or household is interested in. Interactive
TV is here to stay and you should see much
more uses for it in the near future.

9. Examples of Interactive TVExamples of Interactive TV
programsprograms
Domino's Pizza: Ordering Goods
•This was one of the first interactive TV
promotions to really get some buzz.
•As described from the press release
dated Nov. 17, 2008: "TiVo subscribers
can seamlessly access their Domino's
Pizza order from various advertising
entry points on the TiVo user interface
by clicking on "Order Your Pizza" they
can log-in with a simple account
number build their pizza order right
from the television set by selecting
type of crust, toppings, and sauces,
and get the pizza delivered by their
local Domino's Pizza."

10. Future of Interactive televisionFuture of Interactive television
 development of interactive television has developed tremendously but it may face
challenges that might occur not only in this present day but also in the future as well.
 the first obstacle that Interactive television may face is the inconsistent of technology
among the multiple systems of operators.
 The rapid decrease of the cost of establishing infrastructure had made it to be more
expensive to standardized even surround a single company
 On the bright side, in terms of advertising; interactive television had boost up some
revenues for the advertisers.
 The production and rise of channels, programmes and the arrival of interactive television
are creating a newly landscape and brings revenue for the advertisers.
 interactive television opens up numerous opportunities of technological and businesses such
as for network operators, advertisers, broadcasters and television content providers.
 an interactive advertising, it is used to signify the communication of marketing and
branding messages of using the expanded function which is supported by interactive
television and digital broadcast.
 One of the factors or challenges that an interactive television face is the rise or the
emergence of personal video recorder or also known as “PVR”.

11. BibliographyBibliography
 Interactive Television International. Interactive Television content
definitions, Retrieved from http://iemmys.tv/itvi/message_boards.html
 Hodge, Winston William. Interactive Television: A Comprehensive Guide
for Multimedia Technologists. New York: McGraw Hill, 1994.
 Jensen, Jens F. The concept of interactivity in interactive television and
interactive media. In Jensen, J.F. and Toscan, C. (eds). Interactive
Television: The TV of the Future or the Future of TV?, Aalborg University
Press, Aalborg, 1999.
 NDS Business Consulting. Digital TV – Creating new revenue
opportunities, Broadcast Papers.com, 1999. Retrieved from
http://www.broadcastpapers.com/broadbiz/NDS_Creating_Revenue.pdf

12. CONCLUSIONCONCLUSION