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This publication arises from a conference entitled Television and Interactivity in Europe held in Milan, at the Università Cattolica, on 12 December 2003, under the auspices of Cost (European Cooperation in the field of Scientific and Technical Research) Action 20 (The Impact of the Internet on the Mass Media in Europe). The aim of the essays here collected is to throw light, from the perspective of social research, on the concept of interactivity, which is presented as the value driver of digital television in the contemporary debate. The first section in which Digital Television is contextualized in its technological, economic and socio-cultural dimensions, is focused on the theoretical discussion of interactivity, considered both in its strong and weak versions. The second section gathers a series of national case histories, offering a comparison between different European ways to Terrestrial Digital.