But how much has changed. Today, more than 600 advertisers have invested in the medium, set-top TV boxes with not one but two card slots have arrived and viewers are clicking with confidence through enhanced programming, interactive ads and games.
While Adidas, Land Rover, Virgin Records and their agencies have stretched the boundaries in the medium, iTV has a little way to go to prove its worth creatively. Which is where this publication, created by Campaign for Sky Interactive, comes in.
Here we recount how far iTV has come in five years, where it is going, and we celebrate some of the best work produced in the medium, revealing how it was done and what it achieved. Techies and non-techies alike will, I hope, find something to engage with in these pages.