Interactivity – Interactivity is a two-way communication and in the context of new media technology’s means content that is reactive to the audience’s choice. Traditional TV is very un-interactive, whereas interactive TV encourages the audience to be less passive. The truth is even interactive TV isn’t very interactive in that the choices are limited and the influence of the audience on content minimal. As a concept, though, it’s important: look out for examples of how audiences are encouraged to engage with media rather than simply consuming.
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