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Though the recent revolution in digital processing ushers the broadcasting industry into a new era, the interactive television (iTV) has been regarded as the third generation of broadcasting services and relevant issues of iTV have gained tremendous interests from both academics and practitioners. This article endeavours to profile the scholarly development of the interactive television literatures by utilizing bibliometric technique to review the literature material in SCIE, SSCI, and A&HCI databases appeared in 1970 to 2009. There are 228 documents in total. The analysis is conducted on such as most productive authors, authors’ background, geographic diversity analysis (including countries and institutions), subject areas, publication year, and the citation analysis. The conclusions about the promising future, research direction, and the attribute of interactive television research are derived from this study.