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30 JULY, 2017 (MAINS)



Q1. “Interactive TV is an approach to television advertising and programming that allows viewers to communicate with advertisers and programming executives by responding to a call to action.”Discuss the concept of Interactive Television (ITV). What are the benefits of Interactive TV? (200 words)


Please write the answer in comments section

  • Ashish

    Interactive television refers to technology where traditional TV services are combined with data services. The major aim of interactive TV is to provide an engaging experience to the viewer.
    Interactive TV allows various forms of interaction, such as:
    • Interacting with the TV set
    • Interacting with the program content
    • Interacting with TV-related content
    • Interactive TV services
    • Closed-circuit interactive television
    Interactive TV increases engagement levels by allowing user participation and feedback. It can also become part of a connected living room and be controlled using devices other than the remote control, like mobile phones and tablets.

    Benefits of interactive TV
    • The user is being active rather than passive
    • A number of different activities can be carried out on one system
    • The pictures are often of better quality
    • There is often a choice of language
    • There are possibilities for interactive learning