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Facing an Illusive Frontier ; Defining and Producing Interactive Television

This paper provides an internal look at the thoughts and activities of American interactive television (iTV) executives and producers circa 2002. Based on in-depth interviews it first suggests a comprehensive definition of the US iTV landscape. Then, by providing a case study of three pioneering iTV productions, it examines the organizational aspects of producing interactive television through both the production process and the team structure. Finally, it summarizes the lessons learned through the production process.