In the television word, Patrick Schult remembers a time when ‘interactivity’ meant folks sitting in their lounge room, screaming at the TV when a game show contestant didn’t know the answer to a question. “Now it means a lot more. With a growing plethora of media platforms, interactivity means getting our product as connected to each of these platforms as possible. This along with off-screen rights and in-program product/ brand integration is increasingly important to our business,” says Schult, Managing Director, FremantleMedia Asia Pte Ltd. Schult adds one salient point which should not be forgotten: The television show is still the engine that pulls the train.