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Apple Developing Interactive Widgets for Apple TV
"For example, while the user is viewing a musical performance a ticket widget can be displayed over the content or elsewhere in the user interface, which can be access by the user to purchase concert tickets or receive other information related to the concert or performer," Apple said. "In the example shown (below), the widget could be triggered by a marker in the content which corresponds with a portion of the concert where the performer is not performing, or can be based on a period of inactivity (e.g., the DVD player is placed on "pause"). In some implementations, the widget can be displayed as part of a DVD menu system."
Beyond this commercial usage, the system could also be used to incorporate live video chat during an event or provide live sports stats during a game.