Despite many projects and applications, interactive television, which was supposed to reconfigure the broadcasting industry and change forms of consumption, has not developed as expected. This article re-examines three French experiences of pay-per-view and on-demand video, based on the frame proposed by the 'economy of qualities'? which places the process of qualification of products and users at the heart of the market dynamics. The article shows that the attempt to singularize these television projects was handicapped by the weakness of the interactivity and the cumbersomeness of the procedures of exploring the offer.