The foundations for a creative iTV format should not be the design but instead a story. Only through the story are emotions generated, which are indispensible for the success of the format.

The story is the arrangement of an emotionally charged theme, which demands an internal psychological process on the part of the viewer. The interactive participant experiences this process in the iTV format.

The fundamental elements of an iTV format are the theme, ritual and projection.

The dramatic advisor should create a suspense curve for the duration of the iTV format.

The iTV application is the optimum medium for some although not all sectors of the suspense curve.