Another research firm, Jupiter Communications, predicts that 30 million U.S. households will have iTV capabilities by 2004. It is television than monitors and tracks what consumers watch and purchase. Interactive TV firms will keep demographic databases full of information for potential advertisers and corporations wishing to peddle their wares on television. It's finally an opportunity for them to measure the effectiveness and pay for performance and have direct connectivity to customers. The viewer will create a personalized EPG and control the TV set to only show the programs you want or suggest ones you may like.
Interactive TV is truly the embodiment of the modern television experience.
It keeps you watching. It gets you hooked, gets you to cancel appointments and rush home from meetings with friends. And the only interaction most viewers will have is with the software. Like a video game, or a coin operated gambling machine, an interactive TV is designed to get you deeply involved with a machine. Spy TV points out that advertisers will be able to track changing channels, selecting certain programs, viewing habits, browsing through interactive sites, and purchasing habits.