The term “interactive television” initially referred to the idea that television might facilitate two-way communication between viewers. In the 1980s, this term was also used to refer to television’s ability to provide access to interactive menus and electronic services, and in the 1990s, it was used to refer to the idea that viewers could potentially alter the content of television programs. This new definition has now become possible due to the rise of streaming and on-demand services, and the sudden resurgence of interest in interactive television demands a revaluation and reassessment of its complicated history. While some critics celebrate interactivity as empowering and liberating, for example, others argue that it enables ever more virulent forms of control and manipulation. This article will examine the history of this controversial term and its most recent manifestations in order to address the significance of its meaning and ideological function.
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