Interactive data, audio data, and video data are respectively encoded and packaged, and then an interactive television program is produced by multiplexing them. A receiving terminal receives the interactive television program and performs unpacking and decoding. The unpacked interactive data are transmitted by a near field communication module. An operating terminal receives the unpacked interactive data by a near field communication module thereof, parses out corresponding participatory information, and carries out the interaction with the content of the present television program.