The vision for interactive television was once constrained by the capabilities of the entrenched cable networks and satellite service providers. The result was relatively restrictive, confined by the closed networks of the pay-television platforms and the modest capacities of the set-top boxes they provided. Comcast is now promoting an open world in which consumers will be able to buy their own devices and displays and connect them directly to the cable network. Cisco is dropping the old Scientific Atlanta name in a bid to bring its own brand into the living room. Meanwhile, Microsoft is opening up its Mediaroom to the Xbox 360 games console. In the second digital decade, our interaction with the television is destined to become much more sophisticated.