Today's TV broadcasting companies are highly professionalized in the production of linear TV formats. Workflows and technologies for these linear formats are reliable, the production personnel is highly skilled and we can trust in well-known viewing habits of the consumers. The key issue of this paper is: how do we enable such a broadcasting working environment to produce by far more variable, multi-perspective or interactive TV formats? We are especially interested in formats entailing a multitude of live audiovisual material like for example sport events or elections, which shall be transformed into an interactive TV event for the consumer at home. This paper is not concerned with the variety of technical problems the interactive TV paradigm leads to, but with questions of future tools and practices on the producers' side, levels of consumer personalization and the respective consumer interfaces to make digital content accessible.