General term for Interactive TV or interactive television, not to be confused with ITV plc, the UK broadcaster.
ITV, sometimes written as iTV, is the general term for the class of services that collectively provide interactive television.
Interactive television itself is variously defined but can include any form of television that involves user interaction with the service. This may include VOD or Video On Demand and similar services, the use of PVR or Personal Video Recorder and related devices, EPG or Electronic Programme Guides and other information services and applications.
The term enhanced television or ETV is sometimes reserved for interactive services or applications related to specific television programmes.