The basis of this study is the market introduction of interactive television and the new forms of advertising that will emerge in the near future. The digitization of the German television market stands at one third. More and more households will have the opportunity to participate interactively in television programming via a set-top box using a remote control. This establishes the technical prerequisites for interactive television in the near future. In the first part of this work, the author provides a detailed insight into the German television market. Furthermore, the concept of interactive television is defined, and the existing forms of interactive television in Germany are presented. In the final part of this work, the new advertising forms of interactive television are showcased. An example is then used to illustrate how interactive advertising is implemented.