Interactive TV, also referred to as iTV, is a feature of digital TV that allows viewers to interact with an advertisement, program, or service on their TV set via a set-top box and remote control.

iTV combines the mass appeal of using TV for brand awareness with a direct response mechanism that allows viewers to interact with the brand, request more information or purchase the product or service immediately. iTV presents an opportunity to deliver information quickly and easily to the individual viewer.

iTV is used by viewers in a very different way to the Internet. Viewers use TV as a relaxing, fun, and entertaining medium; and according to survey results, 75% of visitors to services go there to kill a few minutes of spare time. Alarmingly for marketers, 25% of these viewers seek interactive services to avoid watching TV ads! Broadcasting companies have also reported that spikes of activity occur every 15 minutes as people access iTV during the ad breaks.

The iTV experience is simple, uses the familiar remote control, and potentially reaches a wider audience than the Internet. iTV can provide companies with access to a wider audience, covering all age groups, socio-economic categories and individuals who are uncomfortable using PC technology or do not have access to the Internet. In general, TV is more trusted than the Internet because people are familiar with it and feel that TV is still subject to government regulation.

Interactive TV provides opportunities for those involved in T-Commerce, Messaging and Information delivery. iTV also opens new opportunities and revenue streams for Broadcasters. Digisoft can provide operators with solutions to configure and fine-tune exactly how viewers interact with TV and revenue-generating services.

Read more about Digisoft or our latest News.