What is interactive TV?
In the field of Interactive Television there is widespread debate about terminology. In the BBC we currently work to this broad definition:
Interactive TV is an umbrella term. Interactive TV is the content and services (in addition to linear TV and radio channels) which are available for digital viewers to navigate through on their TV screen.
In practice, at the moment, this means giving the viewer control over some video, audio, graphical and text elements or allowing them to use simple games and quizzes or send simple communications back to the broadcaster.
The elements that constitute interactive TV are inevitably constantly evolving.
The BBC Red Button service is the collective name for these services which consists of applications, additional Audio Visual streams and digital text content.
What is eTV?
In the BBC we define enhanced television (eTV) as a service which directly enhances a particular TV programme or event.
Interactive TV also offers the possibility of permanent or '24/7' 'stand alone' services which are not directly related to TV programming. In general these provide non-programme related features like video or text-based news, weather information or educational services like Children's games.
What is an eTV format?
An eTV format offers an enhanced TV service with pre-defined elements: in particular in terms of look and feel, user-journey and user-experience.
Technically in order for an eTV service to work a complete end-to-end chain has to be established. So, an eTV format is supported by an infrastructure comprising:
- an interactive TV software application
- the means to introduce content to the application
- the means to play out the service to appropriate receivers (set top boxes)
Where can I get more advice about the eTV formats available?
The eTV formats book (PDF) is available to download.
Why deliver across all digital TV platforms?
The BBC adopts the position of being 'platform neutral' with regard to digital TV. This position is arrived as a result of both our universal service obligation and commercial policy.
Universal Service Obligation
Unless the BBC appears on all digital TV platforms, we cannot guarantee universal digital coverage.
As each TV license payer has paid the same amount, none of them should be unreasonably denied access to all of the services for which they have paid.
Commercial Policy
Platform neutrality is to be encouraged in order to avoid:
- Endorsement of a particular outside organisation
- The implication that particular commercial products need to be purchased to access public service programming
Of course, to serve our audience we have to provide services for them on the platforms that they use. Individuals will probably only experience Interactive TV that is delivered on the platform they have at home. Very few people will have access to more than one platform.
Producers should therefore remember that wherever possible they need to provide an eTV service for each of the main four platforms: Cable, Digital Satellite (SKY), freesat and DTT (Freeview).
Why not deliver the same service on all digital TV platforms?
The capacities and capabilities of the different digital TV platforms are widely divergent. These differences are dependent on the platform's technology, its stage of development and the strategy of the platform owners.
Thus, in many cases, an eTV service for a given programme will be different on each platform. It will most likely involve a different user-interface design, include different content, use a different application, and have a different means of introducing content to the application and so on.
The BBC is committed to producing the best possible service on each platform. So an eTV service on DSat may look completely different from a service on DCable. (N.B. In some cases services may be the same on different platforms).
It should be remembered that the eTV formats for each platform are completely independent of each other. So, for example, although Wimbledon 2007 used particular formats on DSat, DTT and DCable, another TV programme could choose a different combination of formats across the platforms.
What is the Return Path?
The 'Return Path' is the way that information generated by the viewer can be sent back to the broadcaster. It is also known as the Back Channel.
At the moment it enables the viewer to send relatively simple communications to the broadcaster via interactive TV services.
Uses for a Return Path
There are many ways in which viewers of interactive TV services could use the Return Path:
- to send in comments on a show or a topic
- to submit credit card details for a donation or to make a purchase
- to vote, thus influencing the outcome of a show
Return Paths on different digital TV platforms
The different digital TV platforms offer varying degrees of access to a Return Path:
On Digital Satellite, the interactive TV software application forces the Set Top Box modem to make a phone call. The application then connects and sends the information. Whoever is responsible for the phone bill has to pay the call charges.
On Digital Cable there is an always-on, permanent Return Path, so the Set Top Box is already connected. Information can be sent through instantly; however, cable companies levy a per usage charge.
On Digital Terrestrial TV there is currently no usable Return Path.
The BBC has also used SMS and telephone calls to deliver the return path experience so that everyone can participate, whatever digital platform they use.
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