交互电视一种创建在数字电视播放平台，具备观众和播放平台双向交流功能，是新型的电视传输方式。这种传输方式允许用户透过手中的遥控器与电视的机上盒，以遥控器选择播放系统发送的频道来选择电视节目；或者以电话和有线网络作为信息的回路，向播放平台发送个人意愿，此方式也可以达到选择节目频道的目的；也可以透过电话，短信的方式将观众的诉求发送到节目的播放平台。透过这两种方式，观众可以得到自己所希望的信息甚至以个人意愿来影响或改变正在播出的节目内容。目前国外逐渐流行，利用观众现成的手持设备智能手机做为「第二屏幕」（second screen），做为观众发送个人意愿及意见回馈的平台，以突破机上盒迟迟无法普及的限制，**也有类似服务，如 Fanwave.TV，在智能手机上提供观众即时意见调查及观众上传内容的服务。

Interactive television (also known as ITV or iTV) is a form of media convergence, adding data services to traditional television technology. Throughout its history, these have included on-demand delivery of content, as well as new uses such as online shopping, banking, and so forth. Interactive TV is a concrete example of how new information technology can be integrated vertically (into established technologies and commercial structures) rather than laterally (creating new production opportunities outside of existing commercial structures, e.g. the world wide web).