"What the TV and PC world need most is greater interactivity to attract the next generation of viewers, the tater-tots, the children of the couch potatoes, because teenagers and younger children, unlike many adults, expect interactivity to be a part of entertainment.
Parfitt said that younger music consumers expected more interactivity than just broadcasting Top of the Pops once a week, in an age of iPod playlists, online music services and other options open to the BBC audience.
We've also been told to expect more interactivity in the locations, especially in the multiplayer maps, where participants might find themselves having to set traps and avoid major disaster zones at key periods.
At Harlequin Enterprises, the Toronto-based publisher of bodice-ripping romances, Malle Vallik, director for digital content and interactivity, said she expected sales of digital versions of the company's books someday to match or potentially outstrip sales in print.
Again, responses to the Ebola outbreak of 2014 are illustrative: Firstly, digital media was expected to expand the reach and interactivity of risk communications.
"We project upon that mouth-less, expressionless kitten, making her the perfectly interactive toy or doll or marketing tool in an age where interactivity is not only desired, it's expected".
Based on the experience of counseling workers during and after exposure to SARS, we expected that exercises should be provided that not only involve cognitive interactivity but also exposure to affectively charged interpersonal events.
We expected all three variables to moderate the impact of suppression primarily in the low interactivity condition; if a higher degree of interactivity augments overall or systemic working memory resources, then participants' performance would be more resilient and the moderating properties of these factors might be attenuated.
We expected our business would remain blissfully unaffected even as the world of interactivity, constant connection and file sharing was exploding.
"In interactivity, people expect to control the query and get back the answer," Mr. Sagan said, adding his own customized parable: "I have an odd Swiss watch that requires an authorized dealer to change the battery.
