Interactivity protagonism on the Current TV: a new way of making television

Abstract

The aim of this paper is to show how unilateral communication has changed with the insertion of the audience in the message-production process. The internet comes as an important pivot of transformation, acknowledging to the user the power of interaction. Following this trend, other media, such as the television, look for more interactivity with its audience, even though television cannot be considered an interactive media in its essence. In the present paper we analyze as research object the “Current TV”, an American television channel broadcasted by satellite and cable, which also is available on the internet. It has as value the inclusion of the audience in the messageproduction process. Therefore, we realized that the channel here studied innovates while focusing on the mutual interaction, and not only on the reactive interaction.