Do consumers want interactive TV?

Although it is impossible to predict consumer´s response to interactive television, it may be possible to extract from current media usage patterns and attitudes some indications of how consumers may respond to interactive television in the future. A survey study was conducted at MIT´s Audience Research Facility which: (1) examined the relationship between current media use and preferences for interactive television, (2) examined demographic and motivational differences in active and passive media use, and (3) explored audience response to various types of interactive television content and control.<>