This article is about the interactivity of interactive television (ITV). It is both a theoretical elaboration of the concepts of interactivity and interactive television and a presentation of a survey among 74 American, Asian and European corporate experts of ITV. First, operational definitions of the concepts of interactivity and interactive television are presented as scholarly images of ITV. Then the main results of a questionnaire investigating corporate expert images of ITV are presented. These images are assessed by the investigators to be rather weak and imprecise. Still, the experts concerned are desperately seeking a suitable and concrete business model of ITV, as a kind of Holy Grail. Experts from the world of television production and internet production appear to have different images of interactivity, applications of ITV and the future of television. Finally, the authors present the main components of business models of ITV and the future prospects of this medium.