A key feature of Internet Enhanced TV is the "return channel," or the interface allowing users to not only receive information but to send it. (See Reference 2.) Viewers can vote on game-shows or competitions, submit opinions and even choose alternate endings for programs. This capacity for interactivity also allows users to purchase items seen onscreen, or go directly to sponsoring retailers.
Internet Enhanced TV allows viewers to access web-only content unavailable in the broadcast version of programming. Applications of this feature include the additional, in-depth videos, and interviews which support breaking news stories, weather and sports. Popular dramas offer additional web-only episodes, or "webisodes," often accompanied by interactive games and contests.
Thanks to the return channel interactivity of enhanced TV, viewers can become active participants in programming. Broadcasters can reward participation through contests, quizzes and giveaways. Viewers can role-play, cast votes and influence the outcome of plots and competitions. This increased interactivity creates an active, rather than passive, viewing experience. (See Reference 3.)
Internet Enhanced TV offers increased opportunities for e-commerce. The television-Internet connection allows viewers to place orders immediately in response to onscreen advertising, receive offers and coupons and participate in advertiser-sponsored contests and promotions. (See Reference 3.)
Internet Enhanced TV, with its combination of broadcast programming and related Internet content, places users in control. (See Reference 2.) With increased options ranging from participating in a game show to voting on the ending of a television drama, viewers can become co-creators of the viewing experience, with new options for using broadcast programming as a way to shop, learn and interact.