Interactive Television & Digital Media

What's This?

Hello – looking for pushbutton.tv? You’re in the right place, but there’s a few things you should know: pushbutton was acquired by Amazon and continued operating as Amazon Development Centre London for a time, but the website is no longer available as it was – both for Pushbutton and for ADCL. So what’s next? Well, you can check out some alternative places to visit on this page before you go, if you'd like.

Alternative Websites

Amazon Development Centre Scotland

Amazon’s Development Centre in Edinburgh, Scotland develops and delivers great products and experiences for Amazon’s customers all over the world. They work behind the scenes experimenting and innovating, with the goal of expanding and improving on everything Amazon has to offer. You can also find Amazon Development Centre Scotland on Facebook and Twitter.

A Different Engine

A Different Engine is the creative agency of choice for many companies’ software development needs. With offices in New York and San Francisco, ADE specializes in creating apps across multiple platforms such as digital TV and on XBOX for prestigious clients such as Showtime, Bravo, Yahoo!, Warner Brothers, UFC, ESPN, Comcast, among many others. You can also connect to A Different Engine on Facebook, Twitter, and Linkedin.

DV4 Creative Digital Agency

Located in Dublin, Ireland, DV4 is a creative agency specializing in digital development, design, and animation across platforms such as on the web and in interactive TV. Among their clients are Kellogg’s, the European Space Agency, WRC, Electric Picnic, Whole World Band, 3player, and more. You can keep up with DV4 on Twitter as well.


Paris, France-based Wiztivi is an award-winning development studio focused on everything related to interactive TV. Widely regarded as the worldwide specialist in interactive TV user interfaces, this agency creates portals, personalized TV channels, app stores, ad solutions, TV channels, and more. You can get in touch with Wiztivi via Twitter and Linkedin.


Based in the Netherlands, Stoneroos designs and develops software, user interfaces, and multi-screen solutions for interactive TV; they ensure that your interactive software solutions are as optimal and as engaging as they can be. Keep in touch and stay connected to Stoneroos on social via Twitter and Linkedin.

Delivery Agent

San Francisco-based Delivery Agent is INC’s #1 Privately Held Media company focused on transforming digital media into interactive and engaging sources of revenue for its clients. Working with media giants like HBO, CBS, FOX, NBC, Samsung, and Pepsi, among others, they provide the world’s biggest brands with next generation commerce solutions. Find Delivery Agent on Social via Facebook, Twitter, and Linkedin.


Designing for Interactive Television

This in-depth article by Whitney Quesenbery and Todd Reichart explains the ins and outs of interactive TV design, its difference to standard TV formats, and other things you need to know when designing ITV software.

Dawn of the Second-Screen and Future of Interactive Television View-ing

This featured article from the Consumer Technology Association shines a light on the increasing popularity of the “second screen”, and how this turns watching TV into an interactive experience.

Apple Finally Makes Interactive TV a Reality

Business2Community’s Anastasia Lamotchkina reports on Apple’s tvOS for Apple TV and how it’s set to revolutionize the way you watch TV.

Beta Boards ‘Terror’; Interactive Event Movie Will Let Viewers Decide Outcome – MIPTV

Nancy Tartaglione of Deadline.com explains how interactive television is revolutionizing the movie industry by creating shows and movies that would let the audience decide crucial parts of the storyline via phone or SMS voting.

Interactive TV Experiences Developer SYNC Launches New Mobile Ad Format

Broadway World’s TV News Desk talks about a project that aims to modernize TV ads through second screens and what this means for viewers.

The Second Screen – Interactive TV is Paving the Way for the Future of Television Viewing

Adding a second screen to TV watching may seem superfluous at first, but the way companies are engaging audiences is breathing new life into the once seemingly unsophisticated act of television viewing.

Television is as old as it can be. The first television sets came into existence in their crude, experimental forms in the 1920’s. The act of watching TV is also ancient, and it’s no surprise that it has become as popular as it is nowadays, considering its history of entertainment that won it a spot in the living rooms of most families around the world. In America, during the 1950’s, the primary way to influence public opinion was through the monochrome moving images from these big, bulky, mostly wooden boxes. It wasn’t until the 60’s when color was added to these images in the US and other developed countries. But when politicians and other activists were not using this medium to sway people’s interests, other companies and entrepreneurs saw the entertainment potential of television. Such interest led to the creation of media storage devices and prerecorded shows, using VCR tapes in the 70’s, DVDs in the 90’s and, in more re-cent times, high-definition Blu-Ray discs.

The advent of digital television was also a great boon for the industry. Compared to its analog counterpart, digital television allowed producers to transmit their shows in multiplexed and digitally processed signals. This revolutionary invention, in turn, spawned many of the services that we currently enjoy, from high-definition TV, a great number of TV channels to choose from, to even providing other, non-TV related services, such as multimedia content and interactivity. This last one I mentioned is of particular interest, because while other inventions improve the overall image quality, or the availability of channels, interactive TV actually revolutionizes the way we watch television: most providers operate by providing quality entertainment to their viewers, and by selling advertisement spaces to anyone that needs to send a message or advertise a product, which means that the user’s role in the programming is irrelevant – they are provided with shows and ads, and said programs obey a strict storyline created by the producers and writers. Interactive TV aims to change all that.

There are various types of interactive media, the first and most basic being simple interactions with a TV; for example, using a remote to change channels and adjust volume – this one has been around for quite some time already. The real TV interactivity starts when the viewer is able to influence the story of a show. This one is the most challenging to produce, as it would require the filming of various possible scenarios in any given show, to accommodate the possible decisions the audience will make throughout the story. Several shows, such as Accidental Lovers and Big Brother 8 have already implemented this interactivity, with moderate to great success. Other ways to interact with TV content is with the use of a tablet or smartphone, which allows the audience to vote on a poll about a variety of shows and consult the statistics in real time.

These are all great in their own right; however, the interaction they offer can be somewhat crude, cumbersome, and more of a novelty than an actual practical tool. The particular thing about technology is that it’s ever-changing and constantly evolving to accommodate further improvement, and interactive TV is no exception.

In a technological phenomenon commonly referred to as the Second Screen, big companies like Apple, Google, and Sync are revolutionizing the ways interactive TV works, as well as its usefulness as a tool for advertisement and sales. Instead of focusing on creating shows which may or may not work, these companies are creating new and improved methods through which interactive TV can be used to boost sales and give the viewers an easy and practical way to view their shows, as well as purchase advertised products.

In the past, TV ads would entice viewers to head to the nearest market/shop/drugstore to purchase whatever product they were promoting. Nowadays, TV Commerce (T-Commerce) allows you to purchase anything you see on your interactive TV with the click of a button – such is the reality with Apple’s tvOS. Have you ever watched a character from your favorite show and wondered where you could buy the wristwatch he’s using (or maybe his cool baseball cap)? Or perhaps you could compete against other people around the world in a live TV competition. Apple makes that a reality with their new interactive TV platform.

Sync is also hot on Apple’s trail, offering a new way to experience TV ads: their advertisement platform called Sync2AD allows you to use your tablet or mobile device to receive periodic ads related to the show on screen. Instead of interrupting the transmission with pesky pauses, you can get the ads directly on your tablet. This is good because – besides sparing the viewers from being constantly interrupted – advertisers can really engage the audience with relevant publicity, even during crucial parts of a show. Imagine watching a movie, and during sad or dramatic moments and scenes, you get an ad on your tablet for Kleenex tissues – cleverly convenient, right?

This Second Screen of interactive TV is still very new; meaning some providers will nail it, while others will inevitably still create subpar content. It will remain this way until certain industry standards are set.

In any case, with the Second Screen, the future of interactive media is as bright as it’s ever been – only time will tell where this wild ride will take us.

About the Author: Juan López is a freelance writer living in Venezuela, and offers all sorts of writing services to any interested parties. You may contact him at his personal email wirch007@gmail.com, or on Facebook.