... Traditional TV is very un-interactive, whereas interactive television is marginally more so, though choices are limited.

Linear/non-linear - extension of 'interactivity':

• cinema experience: linear
• DVD: can be non-linear
• Interactive TV: can be non-linear
• Internet: mostly non-linear (e.g. YouTube)

Democratisation - NMTs able us to communicate our opinions and ideas; share creative output (blogging); and create our own TV schedules (Sky+)

However... the growing 'digital divide' should not be forgotten - who is being left behind in this race for digital technology??