Abstract: Within a digital television environment comprising an operator, a distribution network, at least one set-top box, the set-top box is communicatively associated with at least one viewing device, an apparatus and method for using interactive applications within a digital television environment, the apparatus and method assisting in implementing cross channel programming such as used within typical channel, the apparatus and method comprising an interactive digital application loaded and executed within the at least one set-top box for registering viewers for timely channel change associated with pre-determined route built by centralized server.

Abstract: Within a digital television environment comprising an operator (34), a distribution network (58), at least one set-top box (32), the set-top box (32) is communicatively associated with at least one viewing device (50), an apparatus and method for using interactive applications within a digital television environment, the apparatus and method assisting in implementing credit-based marketing programs such as the retention of viewers, the apparatus and method comprising an interactive digital application located and executed within the at least one set-top box (32), an application interface (92) through which a call is executed, and a set-top box software module (59) for processing viewer actions associated with a manipulation of credits either locally or through sending and receiving of messages.