interactive television

Interactive television (ITV) refers to television services that allow viewers to interact with the content they are watching. This can range from simple functions like voting or playing games to more complex interactions like ordering products or accessing additional information related to the program.

Early forms of television were primarily a one-way broadcast medium, delivering moving images and sound from a source to a receiver. However, technological advancements, particularly the development of digital transmission, have enabled more interactive experiences. This includes features like digital video recorders (DVRs) that allow viewers to record and watch programs at their convenience, and the delivery of video content through the internet, such as on platforms like YouTube. The transition from analog to digital signals has been a key factor in enabling these interactive capabilities.12