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Television programming isn't what it used to be. You used to just click the channel and pick a show. Now, there's Interactive TV or iTV. Interactive TV is popular among millions of viewers in parts of Europe and set to be part of television sets among U.S. homes by the end of 2006. Interactive TV is the combination of video on demand, viewer-centric advertising, video games, and Internet content.
Just how interactive is it? Imagine the television will gauge your response to advertising and cater its commercial content to your tastes. Whether you find iTV to be an exciting new way to use technology or a bit too engaging, it certainly will alter television in the future.