Programme involvement and interactive behaviour in interactive television

Shalom Levy and Israel D. Nebenzahl

Interactive television facilitates two-way communication between individual viewers and advertisements embedded in programmes.

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...

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