There are degrees of user interaction with their television sets and programs: using a remote control to change channels, for example, is at the less-involved end of the spectrum, while actual influence over the program, such as choosing which ending of a show to watch, or real-time voting that affects the outcome of what one is watching, falls at the other end of the (current, but still widening) spectrum. Tele-thons are also an example of interactive TV, because at its most basic interactive TV is simply a two-way versus a one-way viewing experience.
Businesses have launched interactive ad campaigns, such as those that ask the viewer which type of ad sequence is more relevant to them. Additionally, some companies allow their viewers to choose between types of ad experiences such as one long ad or three short ads within the program they are watching.
While we are a long way from Ray Bradbury-style interactive television, research indicates that consumers are interested in the availability of interactive TV applications.