The production of an iTV format is initially determined by the classic production of the television programme and in many cases by the development of the associated web offering. A host of different tasks are required for the production of the associated interactive elements and namely for the iTV application. These may vary depending on perspective, time and place.

Perspective:

• Contents (e.g.: Texts, images, videos, soundbytes, synchronisation points)
• Design (e.g.: Medium, sequence, user-interface, graphics)
• Technology (e.g.: File formats, transferral, data evaluation, programming)

Time:

• In advance within the framework of the format development (e.g.: Concept, design, research, software development, briefing)
• Live or around the actual time of TV transmissions (e.g.: Live editing, actors/presenters/operators, live evaluation of data, synchronised advertisement)
• Between the individual TV transmissions or just before or just afterwards (advertisement/teaser for the format, off-line editing, new software versions)

Place:

• Scene
• Play-out centre
• Server
• Application

This results in a complex arrangement of production tasks, which vary from format to format.