The interactive multimedia devices is based on network structures involving: a broadcasting network (120) and a return path network (140). On the broadcasting network, the interactive data are multiplexed with the broadcast audiovisual signals so as to offer interactivity to connected end-users on the return path network. To address specific sociological profiles, and to save bandwidth, a plurality of filters, let's say a number N, is associated with a single interactive application. In such case, the comparison continues until one of the N filters match the profile stored in the terminal permanent memory. If one of the filters matches the viewer's profile, the interactive application is executed, else the application is ignored. In this way, a plurality of categories of viewers can interact. A plurality of filters can be associated with an interactive application with different contents. To each filter corresponds a content. These contents are displayed if the corresponding filters match the viewer's profile.