More complex iTV formats comprise not only a single interactive programme but run for an extended period and via multiple media. The author must pose two questions.

• How can the psychological process be transferred to the sequence?
• How can I bind the viewer into my format?

In order to find answers to these questions, the story requires a suspense curve along which it develops. As inspiration, an example for a general suspense curve is presented below.

1. Teaser

With the teaser, the theme of the iTV format first reaches out to the potential interactive participant. A classic TV spot should be the first choice.

2. "Is that something for me?"

Once the initial interest has been awoken, the potential interactive participant wants to know more about the format.

An iTV application is the best solution. Whilst still feeling the initial enthusiasm (or at least the initial interest), the viewer can be lured by the future TV event without media breaks.

3. Login

With this step the consumer is transformed from an anonymous viewer into a component of the subculture.

The login is a critical moment. Both the practical procedure and the step away from anonymity keep many from active participation.

It is recommended that logging in be possible both by means of the iTV application as well as via the website. A bridge between the two media could take the form of an email generated by the iTV application.

4. Journey of discovery

After logging in, the interactive participant will wish to know more: Other participants, background information, conditions of participation, interaction options etc.

In the majority of cases this should be available via the website. However, other media are also conceivable such as post or exhibition spaces.

5. Personal performance

The participant is active. For example he generates a piece of art, prepares for a casting or writes an advertisement.

6. Notification

The personal performance becomes a component of the format. E.g. the participant sends in his artistic work or he takes parts in a preliminary decision.

Anyone who is not personally active discusses and assesses notifications about the active participants.

7. TV show / ritual

Finally, the high point of the format comes with the TV show. With the iTV application, everything can be accompanied interactively. Voting, live games or expanded programme choices are a few examples.

8. Community

The community can continue to exist after the show or between the individual episodes. In addition to maintaining the offering in the WWW and alongside a possible meeting of the participants, the iTV application can also be used for example for "news" or merchandising.