In this paper, we propose, design and develop a
prototype interactive TV Commercial (iTVC) for the Internet
Connected TV using only web technologies instead of propriety
APIs or Adobe Flash, which are the most common methods up to
date. The main advantage of this method is that developers can
use a technology that is, or will be in the near future, compatible
with most, if not all, different connected TV platforms, as the
adoption of HTML5, CSS3 and JavaScript is constantly gaining
ground among Connected TV manufactures. We will show that,
using these technologies, all of the features of a typical interactive
Ad (Advertisement), such as navigation, video, audio, animation
etc can be easily achieved and therefore it is a much better choice
for authoring universal interactive Advertisements that will work
in most platforms instead of re-developing the same Ad for each
platform.