Interactividad e interoperabilidad en la televisión digital en España: simetría comunicativa, plataformas y estandarización del medio

Abstract

The digitalization of television allows the opportunity of interaction between the user and channel in the media, traditionally passive and linear. To enhance this relationship in terms of interactivity, it is necessary to have a back channel information, currently provided by MHP devices. This return information is beneficial to both parties, since the bidders would have valuable ways of knowing and audience research and generate business profits from commercial activities beyond mere viewing and advertising spaces. Consumers on the other hand, plaintiffs -userswould have an interesting identification of the offer, which would fulfill their interests and reinforce its attachment to the environment. This implies to users a new form of participation in the media, which in this case would take a leading role in the very genesis of the fact TV. This article examines and clarifies the concept of interactivity and MHP, reviews the background to the introduction of DTT and services currently offered by this platform, and highlights the role that both producers and users interpret in this new communication scheme.