An interactive video is multimedia content capable of reading, interpreting and giving response to the viewer-user’s actions. That is, a video that turns the viewer into an active part of the media-content consumption process. Interactive video marks the end of linear video with closed development. All elements in interactive video play out and the viewer’s choices come into play.
A short film may present several narrative threads with different endings, a film clip may become a game with winning awards and a video catalogue of the new fashion clothing and accessories season may become an online store where it is possible to buy the articles the viewer is watching.
Basically, an interactive video is a web site made of videos and multiple interactivity layers and graphics that have been added on top of them, enriching the result and offering choices out of reach for classical video.