The beauty of enhanced TV. How interactive TV creates audience involvement in the Miss America Pageant

ABC Television and Initiative conducted research to quantify the impact of Enhanced TV (ETV), an interactive application employed during the primetime broadcast of Miss America on ABC Television, September 20th, 2003.

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...