Interactive Television (iTV)

A service that may be enabled with DTV which allows viewers to participate or access more information about the program. The interactivity may be implemented by selecting different TV channels (unknown to the viewer) or by a return control path to the service provider. Besides using a phone line, DVB has devised return control paths for satellite (DVB-RCS), cable (DVB-RCC) and terrestrial (DVB-RCT). Some consider interactivity is the future of television – the ‘killer app(lication)’ that will make DTV a commercial success. Others talk of lean back (viewing) and lean forward (interaction) being very different attitudes of both body and mind and question whether the two belong in the same place.

See also: Return control