Interactive TV, or ITV, is any means by which viewers can interact with television programming. This ranges from play-along games using telephone lines or other input methods to fully interactive video that is controlled by individual viewers. ITV can be a companion to TV as it exists today, or a means of exchanging information similar to an online service. In a TCI test, Denver residents were able to choose a movie from an onscreen list of hundreds. The choice was made with a handhekd remote, and the movie played within minutes.
Many companies view it as one of the top revenue-producers for the industry.
At present, most ITV home shopping is designed to complement shopping TV channels and commercials. Interactive Systems has a device that allows coupons to be printed in conjunction with commercials. Several other products allow viewers to buy items they see advertised, using a credit card. Long-term plans are more sophisticated. ShopperVision, a service slated for the Time Warner Full Service Network, will allow viewers to display items and make selections interactively.