WHERE IS THE 2.0? The false concept of 3.0 television

This study explores the influence of technological innovation on media, opening up possibilities of communicative interaction so far unimaginable. For that, we'll review the technological and social evolution that has allowed the full implementation of Web 2.0 services and applications, they're able to offer the user not only a free and random access to all types of content, but an active participation through the creation and interaction. Such development has led to an evolution to a new philosophy called intelligent technology: 3.0. It will deepen this new semantic philosophy by defining differences with the new product called Antenna 3.0, by Spanish TV group, closer to a marketing campaign to promote new platforms for its television content (tdt, mobile and internet) and the need to offer a new concept of television - with new content and services-, fully digital age. The technological context of the new digital television is in the process of development and the future points to the synergistic union of TV and the Internet to achieve the attainment of full interactivity.