Interactive TV allows users to interact with what they are watching, from voting on reality shows to chatting while watching. It can require special TVs or set-top boxes and can use the internet or phone lines. Interactive TV can create an enhanced experience and tailored advertising, but some consumers have privacy and attention concerns.
Interactive TV is television that users can interact with, either by altering the appearance of what is being viewed or impacting the display in some other way, rather than passively consuming. There are numerous approaches to interactive television, ranging from programs where viewers can vote to television with instant messaging capabilities, which allows people to chat while watching television. The first attempts at interactive television date back to the 1950s, when viewers were invited to interact with what was happening on the screen, although they could not alter the programming itself. The phenomenon took off in the 1990s as more and more viewers took to the Internet and became accustomed to interactive programming.
Some interactive TVs require people to use special televisions designed for interactive programming. In other cases, the set-top box may have programming for interactive television, often connected to the user’s Internet connection. Special remote controls can be provided, as well as extra controls for interactive activities. In addition to using the Internet, interactive TV can also rely on telephone lines or cell phones, with people interacting on the phone.
Voting shows, in which people interact with reality TV or record real-time responses to debates, are examples of interactive television. Sports programs can allow people to change the camera angle and generate instant replays. People can also play interactive TV or use split-screen programming, watch television on one screen and chat, email, or engage in other activities on the other.
Broadcasters use interactive TV as a means of creating an enhanced experience. It can also create a tailored advertising experience for users, feeding ads based on the activities and preferences expressed. This can increase ad targeting and advertisers can pay a premium for this service. The crossover between the Internet and broadcast TV content also allows for the development of web TV shows with the ability to bring those shows to air on television or interactive game systems.
This media development has not been welcomed with open arms by all media consumers. Some people feared that interactive TV would result in a split viewer’s attention or found it distracting. Other critics have expressed concern about targeted advertising and the potential to reach children through messages in interactive programming. Privacy concerns have also been raised by some consumer advocates who have looked into systems used for targeted advertising and consumer-consumer interactions and were concerned about the lack of safeguards in place for consumer privacy.
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