There is no broadly or generally accepted theory regarding the dramaturgy of interactive television. In fact, many so-called experts do not even know how to define their own area of expertise. An understanding of the necessity of dramaturgy is not particularly well spread.

However, it is only with the dramaturgy that an iTV format gains an emotionally effective story as a superstructure for the technology and design. ITV formats with the best dramaturgy have the potential to be much cited "killer applications", the existence of which is readily repudiated time and again by uncreative individuals.

The iTV dramaturgies sketched in basic terms in this chapter are founded essentially on the concepts of the iTV researcher Professor Raimo Lang from Helsinki and on my own deeply psychology-based research. You can find an introduction to this research in my thesis at the C.G. Jung Institute Zurich. This thesis is an interdisciplinary paper about application of Jungian depth psychology. It describes how iTV could be used as a modern stage for the individuation process.