Scenario 3-4 Interactive TV Will Let the TV Viewer Interact with the with the Show

Scenario 3-4
Interactive TV will let the TV viewer interact with the show they are watching. Imagine that you are watching a show on gardening and would like more information about the planting techniques being discussed. You could hit a button on the remote and up pops a page of more information. But interactive TV isn't limited to just reading pages of text. In fact, that might be a very limited aspect of it. After all who wants to read a lot while the show is on?
An important possibility emphasizes the direct interaction of the viewer. For example, take a political show where they are discussing an upcoming election. They could run a viewer poll in real-time. The TV viewer can select their favorite candidate, and the results of all the viewers are shown in real-time as they participate.
With the Internet being as popular as it is, it's a good bet that interactive TV will use the Internet in some way; however, it's important to note that interactive TV is not just another website. We see it as a source of information that is tightly linked with the show it relates to. In fact, treating it as just another website would likely dissolve the interactive nature of the programming. If a viewer starts surfing the Web, they've stopped watching the show. The interactive content should add to the show, and not get in the way. (Wisconsin Public Television INteractive TV Project http://itv.wpt.org/about/)
-(Scenario 3-4) According to William T. C, Esery, former Sprint chairman and CEO, the world of interactive media will allow direct measurement of ad exposure and impact, quickly revealing those that perform well and those that do not. Secondly,

A) makes it harder to engage viewers.
B) the agency will be held accountable for results.
C) cannot be used to narrowly target audiences.
D) cannot be used as a business tool.