O Sistema Brasileiro de TV Digital (SBTVD), adotado como padrão de TV Digital no Brasil, traz consigo a alta resolução de imagens, mais canais, a transmissão para receptores móveis e a promessa de interatividade. Concomitantemente à sua implantação, vemos o crescimento da base de usuários do serviço móvel pessoal, assim como um aumento substancial dos usuários de redes sociais e da internet acessando mídias como TV, música, publicações e conteúdo gerado por usuários. As mídias digitais interativas criaram uma demanda pelo design de interfaces facilitadoras da interação entre máquinas, usuários e o acesso, busca e distribuição de conteúdo midiático. Designers gráficos antes dedicados a mídias específicas como a TV, cinema e publicações impressas têm migrado para plataformas digitais, contribuindo para o design de mundos virtuais e a interação homem-computador. Com a convergência da TV Digital com outras mídias, designers de interfaces devem considerar a ubiquidade de dispositivos móveis inteligentes presentes no mesmo ambiente da TV, criando assim uma experiência em que os usuários podem interagir com múltiplas telas e plataformas. É cada vez mais comum celulares e outros aparelhos portáteis estarem conectados à internet, e que podem servir como canal de retorno e tela secundária, expandindo a interface do usuário e facilitando a interação com a TV. Diversos motivos como a ausência de um canal de retorno e a disponibilidade limitada do middleware Ginga em conversores e receptores de TV Digital têm atrasado o lançamento de serviços interativos para o SBTVD. Ao transferir o paradigma da interatividade de um modelo de distribuição vertical para um ambiente conectado, no qual usuários e telespectadores podem compartilhar sua experiência em múltiplas telas e dispositivos, é possível conceber uma nova forma de interação com a TV Digital. Esta tese pesquisa avanços no design de interfaces, tecnologia da TV Digital e novas mídias de modo a subsidiar o design de experiência do usuário da TV Digital. Partindo do conteúdo audiovisual e digital da Copa do Mundo de 2010, propõe-se o design de uma interface que integra um smartphone com um receptor de TV Digital como síntese de um modelo de interação com a TV para a Copa de 2014. / While Brazil has adopted SBTVD as its Digital Television standard, providing higher resolution, multiple channel feeds, mobile television and the promise of interactivity, there has been an explosive growth of the cell phone user base, as well as a dramatic increase in the usage of social networks and services on the internet that provide access to digital media such as TV, music, publishing and user generated content. The emergence of digital media has created a demand for the design of humancomputer interfaces allowing the interaction between users, searching, publishing and retrieving media content. Graphic designers once working on specific medias such as print, film and television have migrated to digital platforms becoming more and more involved in the design of virtual worlds and human computer interaction. As Digital TV converges with other media, user interface designers should consider the ubiquity of digital devices in the same room as an HDTV receiver, creating an experience where users can fluidly interact with multiple platforms and screens. Increasingly smartphones and other devices are connected to the internet, thus providing both a data return path and a secondary display that can extend the user interface enhancing the interaction with the TV. For several reasons, such as the lack of a return path and limited availability of Ginga middleware in converter boxes and digital sets, the launch of Interactive TV services has had a slow start in Brazil. By shifting the paradigm of interactivity from a vertical distribution model to a connected environment where users and viewers can share their experiences using multiple screens and devices, it is possible to design a new way to experience and interact with Digital TV. This thesis researches developments in interface design, digital TV technology and new media in order to subsidize the design of an interactive TV user experience. Drawing on audiovisual media and interactive content of the 2010 FIFA World Cup, the design of a user interface that integrates a smartphone with a DTV Receiver proposes a DTV interaction model for the 2014 World Cup.

This dissertation is composed of three studies that use statistical, behavioral, and neuroimaging methods to investigate Chinese and English speakers’ semantic interpretations of four types of visual information including icons, single Chinese characters, single English words, and pictures. The goal is to examine whether people cognitively process icons as logographical words. By collecting survey data from 211 participants, the first study investigated how differently these four types of visual information can express specific meanings without ambiguity on a quantitative scale. In the second study, 78 subjects participated in a behavioral experiment that measured how fast people could correctly interpret the meaning of these four types of visual information in order to estimate the differences in reaction times needed to process these stimuli. The third study employed functional magnetic resonance imaging (fMRI) with 20 participants selected from the second study to identify brain regions that were needed to process these four types of visual information in order to determine if the same or different neural networks were required to process these stimuli. Findings suggest that 1) similar to pictures, icons are statistically more ambiguous than English words and Chinese characters to convey the immediate semantics of objects and concepts; 2) English words and Chinese characters are more effective and efficient than icons and pictures to convey the immediate semantics of objects and concepts in terms of people’s behavioral responses, and 3) according to the neuroimaging data, icons and pictures require more resources of the brain than texts, and the pattern of neural correlates under the condition of reading icons is different from the condition of reading Chinese characters. In conclusion, icons are not cognitively processed as logographical words like Chinese characters although they both stimulate the semantic system in the brain that is needed for language processing. Chinese characters and English words are more evolved and advanced symbols that are less ambiguous, more efficient and easier for a literate brain to understand, whereas graphical representations of objects and concepts such as icons and pictures do not always provide immediate and unambiguous access to meanings and are prone to various interpretations. / text

O Sistema Brasileiro de TV Digital (SBTVD), adotado como padrão de TV Digital no Brasil, traz consigo a alta resolução de imagens, mais canais, a transmissão para receptores móveis e a promessa de interatividade. Concomitantemente à sua implantação, vemos o crescimento da base de usuários do serviço móvel pessoal, assim como um aumento substancial dos usuários de redes sociais e da internet acessando mídias como TV, música, publicações e conteúdo gerado por usuários. As mídias digitais interativas criaram uma demanda pelo design de interfaces facilitadoras da interação entre máquinas, usuários e o acesso, busca e distribuição de conteúdo midiático. Designers gráficos antes dedicados a mídias específicas como a TV, cinema e publicações impressas têm migrado para plataformas digitais, contribuindo para o design de mundos virtuais e a interação homem-computador. Com a convergência da TV Digital com outras mídias, designers de interfaces devem considerar a ubiquidade de dispositivos móveis inteligentes presentes no mesmo ambiente da TV, criando assim uma experiência em que os usuários podem interagir com múltiplas telas e plataformas. É cada vez mais comum celulares e outros aparelhos portáteis estarem conectados à internet, e que podem servir como canal de retorno e tela secundária, expandindo a interface do usuário e facilitando a interação com a TV. Diversos motivos como a ausência de um canal de retorno e a disponibilidade limitada do middleware Ginga em conversores e receptores de TV Digital têm atrasado o lançamento de serviços interativos para o SBTVD. Ao transferir o paradigma da interatividade de um modelo de distribuição vertical para um ambiente conectado, no qual usuários e telespectadores podem compartilhar sua experiência em múltiplas telas e dispositivos, é possível conceber uma nova forma de interação com a TV Digital. Esta tese pesquisa avanços no design de interfaces, tecnologia da TV Digital e novas mídias de modo a subsidiar o design de experiência do usuário da TV Digital. Partindo do conteúdo audiovisual e digital da Copa do Mundo de 2010, propõe-se o design de uma interface que integra um smartphone com um receptor de TV Digital como síntese de um modelo de interação com a TV para a Copa de 2014. / While Brazil has adopted SBTVD as its Digital Television standard, providing higher resolution, multiple channel feeds, mobile television and the promise of interactivity, there has been an explosive growth of the cell phone user base, as well as a dramatic increase in the usage of social networks and services on the internet that provide access to digital media such as TV, music, publishing and user generated content. The emergence of digital media has created a demand for the design of humancomputer interfaces allowing the interaction between users, searching, publishing and retrieving media content. Graphic designers once working on specific medias such as print, film and television have migrated to digital platforms becoming more and more involved in the design of virtual worlds and human computer interaction. As Digital TV converges with other media, user interface designers should consider the ubiquity of digital devices in the same room as an HDTV receiver, creating an experience where users can fluidly interact with multiple platforms and screens. Increasingly smartphones and other devices are connected to the internet, thus providing both a data return path and a secondary display that can extend the user interface enhancing the interaction with the TV. For several reasons, such as the lack of a return path and limited availability of Ginga middleware in converter boxes and digital sets, the launch of Interactive TV services has had a slow start in Brazil. By shifting the paradigm of interactivity from a vertical distribution model to a connected environment where users and viewers can share their experiences using multiple screens and devices, it is possible to design a new way to experience and interact with Digital TV. This thesis researches developments in interface design, digital TV technology and new media in order to subsidize the design of an interactive TV user experience. Drawing on audiovisual media and interactive content of the 2010 FIFA World Cup, the design of a user interface that integrates a smartphone with a DTV Receiver proposes a DTV interaction model for the 2014 World Cup.