This paper proposes a pedagogical framework for informal language learning services via interactive television. We argue that mapping current language learning theories onto learners' expressed attitudes to a) their language learning and b) interactive television can provide a sound pedagogical framework for iTV based language learning services. Based on this framework, we suggest a number of possible interactive features that take into account the learning affordances of the iTV medium and that have the potential to facilitate informal language learning. KEYWORDS Adult learning, incidental learning, informal learning, language learning, interactive television, iTV