The business concept of utilizing the interactive TV

Purpose – This study seeks to explore the possibility of adopting the interactive TV (iTV) as an alternative for the PC at the user‐end and also to explore the corresponding practicability for any firm which wants to play an active role in the commerce associated with the iTV. Design/methodology/approach – Through investigating the available literature related to the architecture and commerce of the current iTV in detail, this study explores the possibility and practicability of adopting the iTV as an alternative for the PC at the user‐end. Findings – There is a feasibility for providing the direct interactivity between viewers and any firm – the feasibility that is (conceptually) ignored or (physically) blocked in the current iTV architecture. The proposed business concept emphasizes that this feasibility should be available to the firm which wants to play an active role like that in the B2C e‐commerce. Research limitations/implications – There is a limited literature about the architecture and commerce of the current iTV. Furthermore, the corresponding business environment of the iTV is not mature, and thus there are hardly any relevant and reliable empirical data available. Practical implications – This study describes a practicability for any firm which wants to play an active role in the commerce associated with the iTV. Originality/value – This study pioneers the commerce associated with the iTV from the perspective of media commercials and any firm not in the iTV value chain, and thus opens up a practicability for the firm which wants to play an active role in the iTV commerce.