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This paper presents a research carried out at the BT IT Mobility Research Centre starting in August 2004 with the aim of uncovering the user experience in future scenarios of mobile and pervasive iTV, paying special attention to the new contextual usage of this media within the entertainment, work and government environments. It uses innovative ethno-methodologies, collaborative design approaches and advanced evaluation techniques in order to unveil feasible and relevant future communications scenarios for mobile and pervasive iTV, that is, the use of handhelds as interfaces to extend and enhance the TV experience outside the home boundaries.