The Beauty of Enhanced TV
How Interactive TV Creates Audience Involvement in the Miss America Pageant
David ErnstInitiative Media, United States
Rachel Mueller-LustABC Television Network, United States
INTRODUCTION
Interactivity has the potential to alter the consumer media experience and in turn reshape how brands are marketed to consumers. The Internet, VCRs and DVD players all have been successful examples of interactive media devices, but so far only the Internet has the ability to reach large audiences with a 'two-way' interactive experience. And so, at the moment, the ability to interact with a television program is fairly limited, as...