Interactive Television (“iTV”) is an application that enhances a :30 or :60 -second television spot with an interactive overlay, prompting a viewer to take a specific action if desired.
It’s available to cable TV subscribers who have set top boxes. About 70 percent of cable customers have the boxes according to Comcast.
Request for Information (RFI) is a form of iTV. Advertisers can have an overlay run during their commercial that allows the consumer to opt-in and request more information on the product. And this is all done within the :30 or :60 commercial.