Abstract. A diverse user population employs interactive TV (ITV) applications in a leisure context for entertainment purposes. The traditional user interface (UI) evaluation paradigm involving efficiency and task completion may not be adequate for the assessment of such applications. In this paper, we argue that unless ITV applications are evaluated with consideration for the ordinary TV viewer, they are going to be appropriate only for the computer literate user, thus excluding the TV audience from easy access to information society services. The field of media studies has accumulated an extensive theory of TV and associated methods. We applied the corresponding findings in the domain of ITV to examine how universal access to ITV applications can be obtained. By combining these results with emerging affective quality theories for interactive products, we propose a UI evaluation framework for ITV applications.