It is essential when tackling the theme of iTV dramaturgy to be able to differentiate between the design and story of an iTV format.

In the broadest sense, the design comprises all of the "visible" elements of the format, e.g.:

• Graphic application design
• Design of the deployment of interactive elements
• Symbols, melodies, mottos etc.
• Game rules in the TV show

Note: Interactive applications are usually (if they are not stuck in the technology) defined by their design and are thus only successful to a limited degree. The emotional factor, decisive for television, is omitted.

The story comprises all psychologically effective elements of the format e.g.:

• Symbols
• Identification
• Inner psychological processes
• Rituals
• Projections

The TV consumer is unaware of such elements or conscious of these to a very limited degree. They have an even greater effect unconsciously and are decisive for the (financial) success of an iTV format.

An extract from a television show such as "I'm a celebrity...get me out of here" can provide an illustration of the different perceptions of design and story:

• Design: Two candidates are required to eat a large live insect. A vote determines who overcame the task more successfully.
• Story: The TV consumer identifies himself with an unusual task which must be overcome. Internally, courage and orientation towards success battle against revulsion and aversion. The solution to this conflict is sought and found in collective projection.