A new medium (Data Over TV) is getting ready for much more than prime time. This hybrid springs from broadcasting and the Internet, drawing on the one-to- many capability of broadcasting and the one-to-one intimacy of the Web. Its evolution will be based on data services carried on both analog and digital television channels, where television broadcasters see business opportunities in sharing their spectrum with companies that want or need to move enormous amounts of information fast. This paper explores the benefits and the technologies required to implement this new delivery medium.