With the spread of digital TVs replacing traditional analog ones, interactive digital TV is a rising field. Offering new functionalities to TV viewers, its goal is to allow them to have more control on the content they watch. Applying interactivity to TV commercials, viewers’ interest in them could increase and lead to more frequent purchasing actions.
Interactive digital TV not being already widely spread among viewers, their expectations and needs are investigated. Different types of products are shown on TV ads. Viewers’ interest in them, as well as in the different possible interactions between them and TV has to be defined.
Moreover, TV viewers are already completing other tasks while watching TV, and particularly during TV commercials. As they easily have access to personal portative devices connected to Internet and that a majority of people own one or several of them, the possibility of coupling a second screen to a TV screen to manage interactions between viewers and broadcasters or advertisers is investigate.