Interactive television (iTV) has the potential to revolutionize the way we consume broadcast media, but users still find both the notion of iTV and the services currently available problematic. This paper describes a project that investigates a representative group of users' aspirations, and barriers to iTV service engagement in the UK. This primary research informed the development of new User Interface (UI) and service solutions that addressed these barriers. Specifically, a second screen solution was developed to remove the need for iTV services to use on-screen graphics, dramatically improving the possibilities for effective interaction and navigation for iTV interfaces and services. The effectiveness of these solutions was evaluated through the testing of these new iTV services in a representative group of family homes.