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Nowadays, the topic of interactivity has permeated the media landscape to a high extent: it has fully modified not only the internet services but also the main-stream media industry and its rules, languages and approaches to the audience. A theoretical recognition of audiovisual interactivity will be carried out in this paper, together with a clear focus on new trends toward user's participation and content generation. The passage from a "static" interactivity -- intended as process for modifying pre-constituted contents -- to a dynamic and participatory interactivity is analyzed throughout several case studies from an international context. Finally, the paper explores the Italian scenario and, thanks to the analysis and different quantitative data, it attempts to define and propose some interpretative frameworks which will be useful to interpret audiovisual interactivity as an innovation process deeply embedded and dependent on this specific and culturally situated scenario. [ABSTRACT FROM AUTHOR]