Final answer:
James Pennefather's comments on ITV likely did not include the basic function of changing the channel, as ITV's specialized features focus on enhanced viewer interaction and engagement with advertising.
Step-by-step explanation:
When comparing traditional TV ads to the features of Interactive television (ITV), comments by James Pennefather, brand manager for Smirnoff, UK, likely excluded the function that viewers can interact with the TV to change the channel. This particular interaction is a basic function of TV remote controls and does not specifically pertain to the specialized features of ITV that enhance advertising and viewer engagement. Interactive television allows for a greater degree of viewer interaction, such as seeing an ad in full on demand, ordering products directly from home-shopping channels, or choosing different camera angles during sporting events, thus making advertising more engaging and potentially more effective.
With the evolution of media technology, television viewing has shifted from passive consumption to a more interactive experience. Advertising strategies have had to adapt in response to this shift to continue reaching consumers effectively. ITV is an example of this adaptation, taking advantage of features like on-demand viewing and e-commerce integrations to engage viewers who are now accustomed to having more control over their viewing experience.