Television has experienced transformations that directly impact the TV companies’ production chain. In this sense, digital technology and Interactive Digital Television (iDTV) represent business opportunities in terms of investment spent by broadcasters. In this paper, we investigate the impact an iDTV application might have within a TV company by analyzing a situated context. To clarify the problem, we use the knowledge produced from workshops that were based on the Socially Aware Computing approach and that involved various stakeholders to design an iDTV application in a real context. The analysis is illustrated with the graphical representation of Ontology Charts and Norms projected for the observed organization. The findings indicate organizational changes that both suffer from and cause impact on the design of this kind of application.