This forward-looking book focuses on interactive television and illustrates how it's changing the face of TV broadcasting. It provides important technical, strategic and creative expertise to assist the reader in the development of interactive systems, and his or her assessment of their future business potential. Learn how this new aesthetic, interactivity, has given rise to the development of unique design practices and embedding of extended codes and syntax in the programmes, and how bandwidth limitations associated with analogue TV signals are eliminated, as cable, satellite and terrestrial TV network operators switch to digital bandwidth, providing more interactive content, globally. Examples of content creation show how ITV programming enhances the educational and entertainment value of programmes, and how viewers are encouraged to order online goods and services featured in the programming.