What do interactive TV packages in the UK provide the viewer

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A. Interactive TV (iTV), a form of broadcasting that allows the viewer to interact with the television set in ways other than controlling the channel and the volume and handling videotapes, is yet to provide any great groundbreaking services.

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The services currently available are predominantly confined to "walled gardens" or "virtual applications" - these are dedicated areas as part of satellite or cable operators' interactive TV offerings, and used for interactive advertising - often by re-purposing basic websites to market a number of products - and for the provision of specific information such as news, weather and traffic reports. They also provide access to the Internet – so iTV services in the UK at the moment can in effect be defined as allowing you to access the Internet via your TV instead of your PC – plus providing some add-on virtual applications.

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The packages available at the moment include the following:

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Bush Internet

Bush is the first company to provide an Internet-enabled TV set in the UK. It allows you to connect to all of the Internet (not just selected parts of it as with some services) and access VirginNet Internet channels that provide news, entertainment etc. It also provides you with an email and an SMS account. If you don't want the Internet TV but do want the Bush service you can opt for its set top box and run the same Bush service via your current TV if it has a SCART socket and a nearby telephone line.

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Cost: Internet TV's cost �100 for a 14" screen set�- and the screen size goes up to 28", for which you'll have to pay more money. Internet access is charged at local phone rates. The set top box can be purchased for approximately �60.

More information: www.bushinternet.co.uk

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OnDigital

OnDigital is a digital terrestrial TV service that operates via your existing TV aerial (and with an OnDigital set top box), and Internet access is via your telephone line and another OnNet set top box (with a 56K modem) and wireless keyboard.

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The interactive arm of this service is free if you are an existing OnDigital subscriber and it provides good content from ITV and other channels such as Granada and Carlton, it is believed that it will change its name early next year to ITV Digital.

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Cost: Free if you already subscribe to OnDigital and the subscription price will depend on what deal you organised with your local dealer at the time of installation, but you'll usually have to pay a monthly fee of around �10 as a subscriber. You can just subscribe to OnNet for �8 a month, plus local phone rates for Internet access.

More information: www.onnet.co.uk

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NTL

If you have digital cable installed, all you need is an NTL set top box to get up and running. This service allows you to connect to the Internet and access lots of Internet channels that have tie-ins with NTL's interactive backers e.g. Tesco, Beeb.com and ITV and watch TV at the same time while you're doing it. The service is incredibly fast and easy to navigate, the only downside being that you can't have it if you don't have cable.

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Cost: �14.99 a month, which includes Internet access

More information: www.ntl.com

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Telewest Active Digital

This service, which launched in March this year, does not offer complete access to the Internet but instead offers 150 sites within a walled garden environment. A lot of them are local to your area, which is very handy, but it can be frustrating if you want to delve further into the web - you also have to have cable installed to run the service.

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Cost: From �10-�25 depending on how many channels you choose, �30 installation fee, and �20 for infrared keyboard.

More information: www.telewest.com

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Freedomland

This is probably the cheapest way to get online - and watch TV at the same time. The Freedomland service places an interactive frame around your normal viewing screen so that you can connect to the Internet while still watching TV. It operates via a set top box (with built in 56K modem) that plugs into your phone line and a wireless keyboard. Freedomland is due to launch an SMS service in addition to traditional email soon.

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Cost: �6.99 per month, plus Internet access charged at local phone rates. The set top box is free.

More information: www.freedomland.co.uk

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BSkyB Interactive

This service brings the Internet into your living room via Sky Digital's digital satellite receiver (which connects to your phone line), so basically if you are a Sky subscriber you can get the interactive service.

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This service was originally known as Open TV and was heralded as a major in road in the future of interactive services, but it was folded into BSkyB a few months ago as it was not delivering enough subscriber numbers to exist on its own. Its main downside was that it was very limited in its interactivity. It was a walled garden (with a limited number of retailers) service that was expensive to operate as it used proprietary technology. In addition, its partners had to rebuild their websites from scratch making it very expensive to operate.

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However, several companies have been successful being part of its shopping portal, so there must be enough clients for the retailers to remain happy with the service. All its transactions are handled by HSBC, so it is very secure to use.

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Cost: Free if you are a Sky Digital subscriber, pay local phone rates for Internet access.

More information: www.open-here.co.uk or www.bskyb.co.uk

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By Karen Anderson