When any television has a so called “return path” it is known to be interactive. That is the information flow is two way for an interactive television, from the broadcaster to the user and vice versa. Interactive television has been around for quite some time now. Another feature of an interactive television that it has the ability to offer each user different content at any given time. Even though all TV’s are interactive as it allows the viewer controls such as audio and channel but the real interaction is having more control over what they want to see and maybe even influencing the outcome of the show. For me personally I see interactive television a mix of television and gaming. That is a player has control of the characters and the story line of a video game and I would some day like to see a viewer have such control in television.
One of the earliest interactive programs was Winky Dink and You. This program made the children buy a transparent sheet which was placed over the screen. Then when required the children were to draw on the sheet using ordinary crayons. This show was later discontinued as the children started coloring directly on the TV screen.
SMS driven shows are quite popular nowadays SMS based voting shows such as American Idol and the Finnish choose your own adventure Accidental Lovers where viewers can send an SMS to choose how the narrative should unravel.
I feel that for a television to be truly interactive the viewer should be have control of the viewing experience via SMS, phone, email, etc. The viewer should be able to control not only the narrative of the show but also the camera angles, subtitles, language, etc. Shows like Big Brother make use of two screen interaction. That is a viewer watches the episode on the television and then they can go online and vote who will win contests, who can be voted out of the house, etc.
Film has made an attempt by making interactive films which allows the user to skip the scene they are watching to a new scene randomly and still have a narrative in place. Films such as Switching and Late Fragment allowed viewers to watch the movie in the leisure of the viewer’s home using a DVD player and allowed the viewer to skip back and forward of a scene. The scenes were mapped with various different possibilities taking into consideration which scene has been watched and hasn’t. The scene map is very complex.
The content for interactive television is the most hardest to produce as it has to change and make sense at the same time when the viewer decides something should happen. The difficult part is that each viewer has a different liking and the content should cater to various types of viewers.
In the mid 90’s WebTV was launched. It is a piece of hardware which you connect to your television and phone jack and cable and gives the user internet on the television. Later the company was taken over by Microsoft and was renamed MSNTV. The MSNTV package hardware is basically a set top box, wireless keyboard and a wireless remote. MSNTV tried to bring internet to the television. Personally I feel the whole concept of sitting on your sofa with a keyboard on your lap checking and typing e-mails defies the whole concept of the TV.
Interactive advertisements are being implemented by NBC for Dish TV subscribers. The reason for the development of interactive ads is because due to the rise of DVRs viewers are no longer watching ads; they just fast forward the ads and watch the show. So what NBC implemented is tagging ads. So if a viewer is interested in a product or service seen in the ad they have the option to click it and get more details about the product. After the viewer is done interacting with the ad they are they returned to the same place of the show where they left. It is becoming a very popular with revenue from interactive advertisements expected reach $2.9 billion.
Another type of interactive television content are ARGs (augmented reality gaming). A company in Canada called Xenophile media created a sci-fi show called Regenesis. It was an ARG which had elements of mobile as well as web incorporated to it. The people who watched the show were not considered viewers, they were considered as investigators. They were given clues on the show which made the viewers actually make calls or go to different physical locations or enter a chat room, etc. Even though the show is scripted and the viewers cannot really change the plot of the story, personally I feel there is some kind of interaction here as it does require the viewer to do something to understand the story.
The real question I have is , is the future of interactive television set top boxes with the ability to choose what people want to see combined with an element of gaming or will there be a more interactive element to the production of the TV shows so that viewers can play a role on how the narrative is scripted? Will TV remotes be the new gaming controller which includes a d-pad or a joystick and lets you control the characters or camera angles in a partially scripted show?
I also feel that the future is in the convergence between internet and television such as maybe bringing in an element of social networks on television to connect the viewers. Other trends are broadcasters changing their production model to suit the interactive TV model.