Enhanced TV is now seen as the next big opportunity to drive mass market audiences to interact with their televisions, to press the "red button" and drive up revenues per subscriber.

It is hoped that presenters or promos will provide a much more effective incentive to the audience to participate with their remote controls.

However as iTV genres go, Enhanced TV is very, very new. It would appear that good enhanced TV requires meaningful co-operation with the digital TV platforms, the TV channels and the programme makers and remains the most immature of iTV genres.

The examples below clearly illustrate the technical and logistical challenges of providing valuable supporting information whilst not detracting from the main programme narrative. One of the biggest challenges facing broadcasters is how to integrate iTV production into the main production cycle. Another major issue is how to reliably synchronise interactive elements with the linear programme.