The paper (which is unrelated to my PhD project, which I have just started) will argue in favour of a re-positioning of the concept of interactivity by unravelling the context behind new media technologies and its users. The objective is to offer an up-to-date and therefore relevant definition of the new media user in order to highlight the challenges underlying the use of the technology. The notion of Public Service Broadcasting or PSB, will act as a framework within which the specificities of the codes at the heart of both production and reception of new media material can be uncovered. By applying the key principles of PSB to the area of new media technology as a whole, I intend to outline the precarious nature of the democratic debate within the new media sphere. Simon Cottle (2001) once talked of an interpretative vacuum when looking at different formats of news on offer to the public. The present paper will introduce the concept of interactive vacuum and thereby lay out the ground principles of an informed interactivity which in turn, will guarantee the future of the technology-driven medium as both an initiator and a recipient of democracy.