IITV should be simple, enabling people who are not PC literate to easily use the power of the internet. IITV can also mean that TV adverts can result in instant purchases, just hit the button on the remote and you can complete a purchase while still watching TV.

And IITV can be customised to meet the needs of closed communities like tenants or patients at home giving them simple-to-use facilities while cutting delivery costs for service providers.