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Digital TV: Broadcast Heaven or Dumbed-Down Hell?

What are the interactive features of digital TV?

Digital TV's 'big idea' is interactivity; the viewer can now interact with the broadcaster. But what makes for true interactivity is a two-way channel, with the viewer able to communicate with the broadcaster (or advertiser) via what is called a 'return path'. Curry (2001) identifies three types of interactivity that digital TV can provide:

1. Distribution interactivity. The viewer controls when programmes are screened. The use of personal video recorders such as TiVo (users can choose to watch content at a later time and possibly omit adverts) is an example of this.
2. Information interactivity. The viewer gets to choose from different options for information. A person watching an advert can navigate to a micro-site where they can find more information on the product or service. There may be a return path for the viewer (who has now become a direct customer) to respond directly to the advertiser.
3. Participation interactivity. This is where the user can select different options during a programme such as choosing a different camera angle in a football match or different news stories. There is no return path in this case. Such services have proved popular.

Image: Interactivity at the touch of a remote control. Source: Rob Waterhouse, stock xchng (http://www.sxc.hu).

Using digital, satellite or cable, services such as gaming, betting, shopping and banking amongst others can be accessed when the box is connected to a telephone line or via the built-in return path on cable.

Most industry observers, though, agree that what's on offer at present is not true interactivity. At the moment broadcasters allow some additional choice over what viewers watch, but interactivity is limited to sending credit card details to advertisers, switching from one camera shot to another, or choosing one news story over another. Much more is possible if broadcasters become more imaginative.

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