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Interactivity, like convergence, has become
a buzzword in the media industry in recent years. With new technology
it is becoming increasingly necessary to include interactive elements
when thinking about television programmes to create cross-platform
experiences. Audiences are now demanding more from a television
programme and want an interactive viewing experience rather than
simply a reactive one. Although the actual process of commissioning
may be slow to change, ideas must keep up with social trends and
technology.
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