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Interactive TV Market Research Reports & Industry Analysis

The interactive television industry has seen a significant spike in recent years due to constant emerging innovations in technology. Interactive television is frequently called “iTV”, and refers to numerous techniques that give the viewer or user control over how they interact with their television systems and the content to which they have subscribed. Interactive television operates on a spectrum from low interaction (changing channels, adjusting volume, powering on and off televisions) to moderate (example: on-demand movies and shows) and then high interaction between viewer and device (the viewer having the capability to affect what is occurring on the television during a program).

Aside from the differing levels of interactivity, the forms of interaction used with interactive television are imperative to the complete interactive experience. In order to truly have interactive television capabilities in the optimum regard, there needs to be interaction with the physical television set, interaction with the program content being shown on the TV set, and interaction with television-related content. Interactivity with the physical TV set is commonplace, as is typically involves the practice of using a remote control to “channel surf”, and then progresses to the manipulation of VCRs, DVD players, DVRs, On-Demand, and being able to skip of commercials, amongst other capabilities. Interacting with program content is not yet mainstream, but refers to the ability of the viewer to directly affect what is occurring in a program they are watching. For example, viewers would be able to vote on plot lines while watching, and the program storyline would be altered based on this immediate view feedback. Interaction with television-related content is currently the vaguest portion of this technology, and is still being developed for optimum performance and user-ability. This form of interactivity involves using the television as an instantaneous information source, in addition to leisure activity.

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Interactive TV Industry Research & Market Reports

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