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Interactive television (iTV) is an umbrella term used to cover the convergence of television with digital media technologies such as computers, personal video recorders, game consoles, and mobile devices, enabling user interactivity. Increasingly, viewers are moving away from a “lean back” model of viewing to a more active “lean forward” one. When fully realized on a widespread scale in the United States, our current experience of watching television will be dramatically transformed. Because iTV is a new medium in its own right, however, standards for iTV programming and interaction in the United States remain undefined.

This document identifies and articulates interaction design principles for interactive television programming in the United States. Chapter one presents a brief survey of the field as it stands in 2005. In chapters two and three, I categorize iTV by platforms and by persistent television genres, and present representative examples for each category. In chapter four, I provide an overview of existing design standards in related areas. Insights from chapters two, three, and four all serve to inform chapter five, in which I propose principles for iTV interaction design by looking closely at existing designs (both deployed and prototyped), conventions, and patterns of interaction. My analyses are rooted in visual culture and human-computer interaction design principles, and the design principles I offer are abstracted from the applications I analyze within this framework. Finally, in chapter six, I offer some conclusions and thoughts for future directions.

CONTENTS
Acknowledgments
List of Tables
List of Figures
Summary
Chapter 1 Overview

1.1 Introduction
1.2 Statistics
1.2.1 Television
1.2.2 Digital Services
1.2.3 Computer and Internet Use
1.2.4 Mobile Devices
1.2.5 Simultaneous Use of Media
1.2.6 Summary

1.3 A Brief History of iTV
1.4 iTV in the U.S. vs. Abroad
1.4.1 BBC Interactive
1.4.2 Additional Examples
1.5 The Problem

Chapter 2 Broad Categories of iTV Programming – by Platform

2.1 Introduction
2.2 Digital / Personal Video Recorders (DVR / PVR)
2.2.1 Representative Example: TiVo
2.2.2 Affordances
2.2.3 Constraints

2.3 Video on Demand (VOD)

2.3.1 Representative Example: Comcast ON DEMAND
2.3.2 Affordances
2.3.3 Constraints

2.4 Electronic / Interactive Programming Guides (EPG / IPG)

2.4.1 Representative Example: Gemstar-TV Guide’s GUIDE Plus+
2.4.2 Affordances
2.4.3 Constraints

2.5 Web TV

2.5.1 Representative Example: MSN TV
2.5.2 Affordances
2.5.3 Constraints

2.6 Web-Based Synchronous (Two-Screen)

2.6.1 Representative Example: TNT Interactive
2.6.2 Affordances
2.6.3 Constraints

2.7 Web-Based Asynchronous

2.7.1 Representative Example: Love & Diane: An Interactive Timeline
2.7.2 Affordances
2.7.3 Constraints

2.8 Media Centers

2.8.1 Representative Example: Microsoft Media Center
2.8.2 Affordances
2.8.3 Constraints

2.9 Mobile Devices

2.9.1 Representative Example: American Idol
2.9.2 Affordances
2.9.3 Constraints

2.10 Game Consoles

2.10.1 Representative Example: Battlestar Galactica Prototype
2.10.2 Affordances
2.10.3 Constraints
2.11 Future Platforms
2.12 Conclusions

Chapter 3 Broad Categories of iTV Programming – by Persistent Television Genres

3.1 Introduction
3.2 Sports
3.2.1 Representative Example: The 2004 Summer Olympics

3.3 Entertainment

3.3.1 Representative Example: American Idol

3.4 Reality Programming

3.4.1 Representative Example: Celebrity Mole: Yucatan

3.5 Awards Shows

3.5.1 Representative Example: The 76 th Annual Academy Awards

3.6 Documentaries

3.6.1 Representative Example: Woodrow Wilson

3.7 Shopping

3.7.1 Representative Example: HSN iTV

3.8 Talk Shows

3.8.1 Representative Example: CNN Crossfire

3.9 Dramas

3.9.1 Representative Example: C.S.I. Interactive
3.10 Conclusions

Chapter 4 Existing Design Standards and Challenges

4.1 Introduction
4.1.1 Grid-Based Design
4.1.2 Gestalt Laws
4.1.3 Color
4.1.4 Viewing Patterns

4.2 Designing for Television

4.2.1 Aspect Ratios
4.2.2 Safe Areas
4.2.3 Resolution
4.2.4 Line Width
4.2.5 Color
4.2.6 Typography
4.2.7 Digital Television
4.2.8 ATVEF and OCAP
4.2.9 Additional Resources

4.3 Designing for the Web

4.3.1 HTML
4.3.2 Resolution
4.3.3 Graphic Safe Areas
4.3.4 Color
4.3.5 Typography
4.3.6 Video
4.3.7 World Wide Web Consortium (W3C)
4.3.8 Additional Resources

4.4 Different Media, Different Strengths
4.5 Case Study: MSN TV vs. Microsoft Media Center

4.5.1 MSN TV
4.5.2 Microsoft Media Center

4.6 Convergent Design Considerations for ITV
4.7 Conclusions

4.7.1 Future Design Challenges

Chapter 5 Principles of Interaction Design for ITV: Synthesizing the Investigation

5.1 Introduction
5.1.1 Inventing the Medium
5.1.2 Defining Properties of the Digital Medium
5.1.3 Functional Affordances of Digital Television
5.1.4 New Conventions Emerge
5.1.5 Interaction Design for ITV
5.1.6 The Designer’s Challenge

5.2 Interaction Model
5.3 Interface
5.4 Navigation
5.5 Conclusions

5.5.1 Function versus Aesthetics
5.5.2 New Technologies

Chapter 6 Conclusions and Future Directions

6.1 Convergence
6.2 Examples of Next Generation iTV
6.3 Building Community
6.4 The Importance of User-Centered Design
6.5 The Need for Collaborative Design
6.6 Future Directions

References
Glossary

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