Who said iTV wasn't mainstream? The International Academy of Television Arts and Sciences (the international chapter of the group that brings you the Emmys), have added three new categories to the International Emmy Awards.
- The Best Interactive TV Program award will recognize programming that's been enhanced by interactive content.
- The Best Interactive Channel award will showcase a non-linear on-demand channel that lets the viewer interact and engage with content.
- The Best Interactive TV Service will recognize a television service that lets users access multiple video, audio, data and interactive applications.
The organization is also handing out a Pioneer Prize, to go to an individual who has made contributions to iTV.
The awards will be handed out in Cannes in April, in conjunction with the MIPTV show.