There are a host of elements that can be utilised in interactive television. The challenge lies in targeted selection and creative moulding within the framework of dramaturgy and design. The interaction elements can be distinguished by the following criteria:

• Place of interaction (e.g. living room, scene, cyberspace)
• Time of interaction (e.g. during the TV broadcast, directly after the TV broadcast, independent of the TV broadcast)
• Degree of interaction (e.g. only local, 1-to-N communication, community, active participation)
• Medium (e.g. receiver unit, telephone, speech, computer)

The most important interaction elements are listed below:

• Contents on demand (e.g. additional video clips, visual panels or live data on the TV programme)
• Personalised contents (e.g. programme tips, cookies)
• Call-in (e.g. call-in to the TV programme by telephone, "log-in & play along")
• Selected reactions (e.g. received text message put in the superimposed texts, response to the presenter's requests)
• Collective decisions (e.g. voting by remote control, applausometer)
• Expanded programme choice (e.g. multi-feed, "mosaic" selection, personalised and automated electronic programme guide)
• Programme control (e.g. timeshift, trick modes, non-linear stories)
• Introduction of own contents (e.g. home videos, art works, arrangement of the TV programme)
• Active participation (e.g. pre-decisions during casting, viewer candidates, participation with portable TV receivers)
• Community (e.g. chat, convention)
• Sales (e.g. merchandising for a TV event, synchronised advertisement, live auctions)
• Games (e.g. "Jump&Run" synchronised with the TV broadcast, gambling, sweepstakes, competitions synchronised with the TV programme)