DOI: 10.1145/1057270.1057287Interactive television has been on the brink of taking off since the mid-1980s. Unfortunately, downward economic shifts, social resistance, and technological failure have hampered the growth of iTV. Is the current status of iTV any better? Can iTV shed its tattered image? Moreover, are there revenue-generating opportunities for content owners, distributors, aggregators, agencies, and advertisers? The answer, by all accounts, is yes.