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Content development in an interactive digital platform promotes structural changes in the fluxes of production, circulation and consumption of contents for the media. As a consequence of the telecommunication web supports convergence scenery with technological options that guarantee access, processing and remote broadcast of messages, the limits of the traditional media productive process has become more pervasive because of the new reality. In Brazil, digital TV for open channels system and with mobile, portable and interactive reception is in process of implantation and it illustrates the changes that reach the planning and production of programs with multimedia applications, which have an interactive and pervasive characteristic. This paper intends to reflect on the steps of content production organization for interactive television, and the place of the communicator facing the new forms of articulation with other areas of knowledge.

Televisão digital brasileira e os novos processos de produção de conteúdos: os desafios para o comunicador