In the past, television has been essentially a one-way medium. Broadcasters and advertisers provided content, and TV viewers absorbed that content. However, there are exciting opportunities ahead.
Interactive TV (ITV) introduces a paradigm shift. Now viewers can interact with what they see on their television screens, responding to a poll, garnering player or team stats while viewing a sporting event, and even rating how much they like an advertiser‘s latest TV commercial.
For advertisers and marketers, Interactive TV provides the opportunity to engage with customers and prospects. For instance, viewers can respond to an offer immediately, simply by touching a screen. They can access information about a product or service delivered to their mobile phone or tablet.
Interactive TV leverages the power of the big TV screen with the interactivity afforded by the “second screen” on mobile phones and tablets.