Interactive television

Interactive TV (Engl. Interactive Television abbreviated iTV ) is a collective term for a variety of cross-media formats. The focus is always on a television program, which, however, is supplemented by interactive elements. These enable the viewer to customize the television experience and intervene in the action.

In a narrower sense, interactive television is understood to mean the provision and use of applications ( iTV applications ) that are executed by a computer in the receiving device.

Forms of interactive television

There are three levels of interactivity in interactive television .

First stage: local interaction

At this stage, the viewer interacts in front of the television set or in the form of iTV applications with the computer in the receiving device.

On-demand content: The viewer not only uses the television set to display the radio program, but also to play back individually requested content. This applies in particular to video films or texts and images that are superimposed on the television picture.

Extended program selection : Interactive television enables an individual and innovative selection of the television program.

Mosaic : Several television programs are shown in reduced form at the same time for program selection.
Multifeed : Several picture or sound tracks are available for a television broadcast.
Electronic program guide (EPG): Extensive information on current and future programs is provided. Many EPGs also offer search functions and recording functions.
Time-shifted television (timeshift): The viewer can pause the current program and resume it later. During the break, for example, individual iTV content can be accessed.
Non-linear stories : At certain points in time during the broadcast, the viewer can decide how to continue the plot.
Personalization and automation : Based on an individual profile of the viewer, suitable programs are automatically determined and offered.

Synchronization with the television picture: parallel to a television broadcast, applications can be used that are synchronized with the events of the broadcast. Examples are guessing quiz programs or "Jump & Run" games synchronized with sports programs.

Activity in front of the TV: TV shows can motivate you to try out the topic discussed during or after the show. Examples are programs on the subjects of cooking, handicrafts or games.

Second stage: interaction via a return channel

At this stage, the one-sided communication model of broadcasting is expanded to include the transmission path from the viewer to the transmitter. Frequently used return channels are telephone , SMS , websites and return channels integrated in the receiving device.

Voting: When voting, many viewers communicate simultaneously in the same form via the return channel. The majority decides on the progress of the broadcast. For example, it can be voted which candidates will make it to the next round of a competition. Another possibility is to vote on the further course of action in a fictional broadcast.

Call-in: With a call-in, a selected television viewer becomes part of the program. Most of the time the phone is used. The viewer can, for example, ask questions to the moderator or become a candidate for a quiz program.

Selected audience reactions : The broadcaster receives a large number of individual reactions from the audience via the return channel. He decides which reactions will be part of the program. It is possible, for example, to display selected text messages in the belly band or the commentator's response to selected inquiries.

Electronic shopping: During or after the broadcast, the viewer orders goods via the return channel that are related to the content of the TV broadcast. The usual practices are merchandising and product placement . Options for purchasing are, for example, electronic auctions and competitions.

Third stage: active participation of the viewer

With this extensive form of interaction, the viewer himself becomes part of the format.

Integration of contributions from the viewer: The viewer can send in his artistic works or his possessions, which will be presented and evaluated as part of the television broadcast.

Integration of the viewer: The audience is integrated into the television program through audience participation and viewer candidates. Another method of integrating viewers is upstream elimination competitions for casting shows .

Interaction between the viewers: In the broadest sense, the communication between the followers of a television show can also be understood as part of the iTV format. Examples are chat rooms and conventions related to the broadcast.

technology

The implementation of the concepts and content of interactive television does not necessarily require additional technologies. A creative combination of classic media such as analog television, telephone and computer already offers many possibilities.

If the format requires more direct interaction with the television set, iTV applications are used. Several technologies are needed.

Transmission: The additional content such as texts, images or video films must be transmitted to the viewer. The technologies used are based either on digital television or the Internet.

Receiving device: The receiving device must contain a platform for displaying and executing the applications. Many of these platforms are based on Java ME or on HTML / JavaScript browsers.

Integrated return channel: Many formats and business models of interactive television are significantly improved by a return channel integrated into the receiving device. Common solutions are cable modems or internet access via WLAN .

Standards

There are several standards that define technical platforms for interactive television:

Examples

TED : An early form of voting on German television.
Takeshi's Castle : A game show carried solely by candidate viewers.
TelePick : One of the first television stations in the world to broadcast interactive television was the Spanish state television broadcaster Television Española . In 1993 a device called TelePick was offered for the first time , with which one could call up additional information about the individual programs, take part in surveys or place orders. The attempt ended after a year, however, as only 13,000 TelePick devices had been sold instead of the 850,000 hoped for.
In Orlando, Florida, a pilot project with interactive television started at the end of 1994, in which 4,000 households were to participate. By the end of 1995, however, only 65 households were connected. The pilot project offered u. a. Services such as teleshopping, video games and video on demand. The carrier Time Warner attributed the lack of acceptance to the high basic costs of around 1,000 dollars and the still unattractive program.
In Berlin, some housing associations have been providing additional services via digital television for a fee since 2001; for example video-on-demand, internet and delivery services.

Applications in business

Companies also use interactive television to train and inform employees. The iic group GmbH has developed a special system for Volkswagen AG. So have z. B. Volkswagen and Audi have their own channels through which employees at dealerships and in workshops are trained.

Access is via the VW Group's intranet , to which all dealers are connected. This means that the programs cannot be seen from outside the VW network. The broadcasts are encrypted via satellite . Every dealer has a decoder that decodes; The signal is then available in the dealer's network and the broadcast can be viewed on every PC . The employees for whom the respective programs are intended are invited by email; only they ever get access to the program. Current new developments, problem solutions and general training courses are offered here. The viewer can answer surveys and multiple-choice questions live on the show, ask questions by entering text or speak directly to the moderators via headset. The return channel is established via the Volkswagen Group's VPN .

On the studio side, the system consists of a server component and two special client applications that can be used to control the broadcasting process. One of these terminals enables the control room to select the teaching material to be displayed to the viewer, to accept call requests via the VoIP function or to forward text messages to the moderator. Via the second terminal, the moderator receives processed information on the program and the text messages sent by the control room. Both applications are specially optimized for live operation.

Development laboratories work on (advertising) soaps in which viewers can "click" on attributes such as clothing, cars, etc.

literature

Udo Rimmelspacher: "Interactive Television" , Aachen 2007 ( ISBN 978-3-8322-5998-3 and ISBN 3-8322-5998-8 )

Web links