Programme involvement and interactive behaviour in interactive television
Shalom LevyBar-Ilan University
Israel D. NebenzahlBar-Ilan University
INTRODUCTION
The recently introduced technology of interactive television (known as ITV in the US, iTV in some European countries), also known as enhanced, advanced, customised, individualised or personalised television (ITV Dictionary & Business Index 2006) is leading to significant changes in television advertising. This technology brings the familiar one-to-one two-way communication capabilities of the internet to television media, where the television screen replaces the computer monitor and the TV remote control acts like a mouse. The broadband capabilities of cable and satellite TV...