摘要：In light of the numerous industry reports that establish
interactivity as the defining aspect of online technology and
communication, we conducted a two-programming template
study to assess whether increased opportunities for interactiv-
ity incorporated within primary content will increase end-user
engagement. In the first template, we tested viewers’ recall of
an edited TV program segment and banner ad content. In the
second template, we monitored recall of the same TV program
segment, this time with breakout narrative interactive windows
providing back stories. Results indicated that program content
elicited higher recall than ads but these were not correlated, and
the interactive program had higher recall than the regular TV
program at p<.10. Implications are discussed.
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