Interactive television (generally known as iTV) describes a number of techniques that allow viewers to interact with television content as they view it. This section focuses more on the hardware, software and applications, and services related to the interactive television experience than content creators and distributors. Increasingly, "mainstream" content creator and television distribution companies now retain the capability to produce & distribute an interactive television product. See TV producers and distributors section of the almanac for comprehensive content and distribution coverage. Content companies listed here focus primarly on the interactive television experience.