Multiple players or components must be developed and coordinated as a network in order to realise an iTV format (in particular one with iTV application). The terms front-end, head-end and back-end can be consolidated in the iTV system architecture.

Front-end: This comprises everything that belongs to the TV viewer.

• Consumer electronics (television, remote control, receiver)
• Runtime environment for the iTV application
• Use of the iTV application
• Further social or technical interaction elements that take place in front of the television
• Creative and psychological processes of the consumer

Head-end: This is where the feed into the broadcasting channel is realised.

• Technical content management (e.g. data conversion, storage, quality assurance)
• Transmission via the broadcasting channel (TV programme, metadata, synchronisation points, any multimedia contents, any applications)
• Encryption

Back-end: This includes the upstream production tasks as well as the tasks of the server.

• Editing
• Application development
• Presenters and operators
• iTV programme plan
• Multimedia libraries
• Subscription administration
• Processing responses from viewers (e.g. via SMS, email, upload or post)
• Connection to external components (e.g. e-shops or data suppliers)

Transmission channels: These connect the individual components and thus generate a network:

• Broadcasting channel
• Technical interaction channel (e.g. internet)
• Other interaction channels (e.g. telephone, SMS, post, speech)

The generation of an iTV network is unmistakably associated with extensive expenditure. The use of the network within the framework of an iTV format also demands a high degree of creativity and technical understanding.