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"When you have highly interactive people and a passive medium, they are interacting with their phone or their laptop while watching TV," said Mark Kroese, the general manager of the advertising business group at Microsoft.
The Interactive people are making a buzz around "Helvetica", a documentary about the typeface.
Finally, thanks to everyone who helped us tell the internet's story, many of whom are quoted in the interactive people's history.
Last week, the Guardian published an interactive people's history of the internet telling the story of how that happened and interviewing some of the people who made it so.
QLess is also fairly interactive; people can request more time or a status update after a designated time, or even leave the line at any time.
The Creative Director, Gauillame Braune, says "the process was long and complicated because we're not documentary filmmakers but interactive people".
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We're very interactive with people on the street, and the way that we interact is using our Wacky Quackers".
The latter, known as "enhanced television", is beginning to get interactive television people excited.
Movies could become more interactive, allowing people to taste the food an actor is eating.
And even in an interactive world, people will watch only if the programme is good.
"We try not to say interactive, because people get scared," Mr. Lettre said.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com