In a format of interactive television, the transmission of a television programme (broadcast) and interactive elements is combined to create a complete intra-media experience.

The interaction transforms television into an individual and creative experience.

Interaction can take place on range of levels:

• Locally, in front of the television
• In the community
• Through active participation

In order to increase the direct nature of interaction in front of the television, it is possible to run applications (iTV applications) on a continuous basis on a receiver unit.

In order to realise an iTV format one requires a complex network, which integrates the back-end (production and server), head-end (playout) and front-end (consumer) components. The producer must be able to reproduce this through his creativity and his technical understanding.