HTML5 and companion web technologies as a universal platform for interactive Internet TV advertising

In this paper, we propose, design and develop a prototype interactive TV Commercial (iTVC) for the Internet Connected TV using only web technologies instead of propriety APIs or Adobe Flash, which are the most common methods up to date. The main advantage of this method is that developers can use a technology that is, or will be in the near future, compatible with most, if not all, different connected TV platforms, as the adoption of HTML5, CSS3 and JavaScript is constantly gaining ground among Connected TV manufactures. We will show that, using these technologies, all of the features of a typical interactive Ad (Advertisement), such as navigation, video, audio, animation etc can be easily achieved and therefore it is a much better choice for authoring universal interactive Advertisements that will work in most platforms instead of re-developing the same Ad for each platform.