Following up from the Kingsmill confessions discussion it's worthwhile considering what interactivity is-
An exchange of data between two or more parties (human or otherwise). It must not be confused with engagement.
Interactivity is an umbrella for terms such as involvement, participating etc
Does it have to be two way?
Is a website interactive?
Can it be passive?
Must it demand a response?
Is watching TV thinking actively about the programme, but not 'pressing the red button' interaction?
Is interactivity necessarily a positive thing?
Is there a danger of an interaction back lash among a new generation?