iTV here is not the British TV company. It means interactive television: a programme that lets you do something from the sofa, not only sit and watch. When the word was common, that often meant pressing the red button on the remote, answering a quiz, ordering something, or pulling extra facts onto the screen with a set-top box or a computer. The idea was that the show talks back. Today people more often say “interactive TV” in full, or they just talk about apps and streaming, so iTV can sound a little dated — though the idea (you take part, you do not only receive) is everywhere now.

互動電視