La Dtt e l’esperienza interattiva
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The interactive experience is a kind of meta-experience or multiple experiences: it implies that the viewer not
only perceives the text, but interacts with it; he is involved in doing, in involving previous, present knowledge
and competence, whether media or extra-media related. It is the place in which, even before the medium
text, the viewer himself must guarantee a ‘return path’, an active, not a passive dimension of experience.
For this reason interactivity has been put at the center of the media and social discourses on Dtt.
The essay gives the results of the analysis of the content and organization of the products offered by
Dtt program schedules in the years 2005 and 2006, focalizing its attention on the interactive experience. It is a socio-semiotic analysis of the text within its socio-cultural context, which allowed understanding what the
Dtt text inherited from the previous television. The analysis also allowed understanding how it translates the
user’s knowledge and competences about the technological means within the new media environment.
The analysis of the interactivity forms offered by Dtt was carried out on three main interpretation axis:
the typology of the interactive service (allowing the distinction of Enhanced TV; Magazine/Portal TV; TGovernment
and T-Business models); the content of the information conveyed by the interactive service (distinguished
between the peculiarity of the television medium or of the media and extra-media external system);
the user’s permanence or leave with respect to the television medium (in which can be distinguished
permanent interactive forms within the ‘closed’ Dtt system and forms of leave from the system toward the
real world).
The scenery emerging is characterized by a lack (or scarcity) of peculiarity of the medium; by an interactivity
which seems to follow extra or old-television models and finds it difficult to create new ones; by the
coexistence of numerous models which are different from each other but not necessarily alternative.
The evolution opportunities are: the definition of a peculiar model of the medium, expressing characteristics
of difference with respect to the existing television systems (analogical via ether and satellite digital); or the
creation of a permanent koiné, in which the hybridization of the models and their coexistence increases service
complexity (articulated and recognizable on the basis of ever different relevance criteria), with respect to
its homogeneity.
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