ICTV works directly with programmers and network operators to deliver ActiveVideo^®. ICTV provides and maintains all software and hardware required to deliver ActiveVideo programming and is responsible for achieving quality of service commitments made to programmers and operators. ICTV also provides network bandwidth required to propagate programming content across the AVDN caching backbone. ICTV is also responsible for technical integration of ActiveVideo into the operator network, including set-top boxes, session resource managers, etc.

Programmers design and produce content of ActiveVideo channels. The programmer is primarily responsible for defining the user experience, soliciting sponsorships, managing subscriptions and promoting ActiveVideo programming to viewers. To achieve distribution, the programmer enters into carriage agreements with network operators. In some cases, the network operator may decide to act as programmer, taking on these programming responsibilities.

Network Operators select which ActiveVideo programming to carry and deliver it to viewers. Network operators work directly with programmers to enter into carriage agreements and advertisers to support AVDN™ advertising channels and showcases. Network operators also enter into agreements with ICTV involving equipment location, reliability and maintenance and bandwidth availability in the subscriber network.

Generally, advertisers only participate in the AVDN business indirectly by sponsoring programming through relationships with programmers and network operators.  In some cases advertisers may act as programmers — creating content and obtaining carriage agreements — in which case they would play a role analogous to any other programmer.