Interactive TV is a new, exciting entry into the drawing rooms

of Indian families. By examining current and nascent interactive

TV services we trace ways in which they are deployed, received

and consumed in the Indian home. From ethnographic probes we

offer observations from Indian domestic contexts in the

threshold of adopting interactivity as part of everyday TV

viewing. We foreground India as a new and primary emerging

site adopting interactive TV and to expand attention from the

predominance of designing for Western cultural contexts. We

develop a specific focus on personalizing TV, a dominant media

attribute of interactive TV, conflicting with conventional

viewing patterns in the Indian home. We note emergent

challenges for interactive TV adoption patterns, particularly for

personalization, in the Indian home. Here, TV is viewed as a)

Comfort media b) Shared media c) Media for family bonding

and raise concerns for viewer preferences around personalizing

TV

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Publisher  ACM Transactions on Computer-Human Interaction

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