ACTV INC /DE/
10-K, 1998-03-31
RADIO & TV BROADCASTING & COMMUNICATIONS EQUIPMENT
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                                  UNITED STATES
                       SECURITIES AND EXCHANGE COMMISSION
                             WASHINGTON, D.C. 20549

                                    FORM 10-K

        ANNUAL REPORT PURSUANT TO SECTION 13 OR 15 (d) OF THE SECURITIES
                              EXCHANGE ACT OF 1934

                   For the fiscal year ended December 31, 1997

                                   ACTV, Inc.
- --------------------------------------------------------------------------------
             (Exact name of registrant as specified in its charter)

Delaware                                                       94-2907258
- --------------------------------------------------------------------------------
(State or other jurisdiction of                             (I.R.S. Employer
 incorporation or organization)                             Identification No.)

1270 Avenue of the Americas
New York, New York                                                10020
- --------------------------------------------------------------------------------
(Address of principal executive offices)                        (Zip Code)

(212) 262-2570 (Registrant's telephone number, including area code)

Securities registered pursuant to Section 12 (b) of the Act:

Title of each class                         Name of exchange on which registered

Common Stock, Par Value $0.10               Boston Stock Exchange

Securities registered pursuant to Section 12 (g) of the Act:

                     Common Stock, par value $0.10 per share
                                (Title of Class)

Indicate by check mark whether the registrant (1) has filed all reports required
to be filed by Sections 13 or 15 (d) of the Securities Exchange Act of 1934
during the preceding 12 months (or for such shorter period that the registrant
was required to file such reports), and (2) has been subject to such filing
requirements for the past 90 days. Yes [X] No _

Indicate by check mark if disclosure of delinquent filers pursuant to Item 405
of Regulation S-K is not contained herein, and will not be contained, to the
best of registrant's knowledge, in definitive proxy or information statements
incorporated by reference in Part III of this Form 10-K or any amendment to this
Form 10-K. [X]

As of March 25, 1998, the aggregate market value of the voting stock held by
non-affiliates of the registrant (based on The Nasdaq Stock Market closing price
on March 24, 1998) was $21,748,026.

As of March 25, 1997, there were 16,904,024 shares of the registrant's common
stock outstanding.

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PART I

Item 1.     BUSINESS

General

      The corporate structure of ACTV, Inc. ("Company") is as follows: ACTV,
Inc. owns 100% of the common shares of ACTV Holdings, Inc. ("Holdings"), which
wholly owns (i) ACTV Entertainment, Inc. and (ii) ACTV Net, Inc. ACTV
Entertainment, Inc., in turn, wholly owns The Texas Individualized Television
Network, Inc. and a number of regional subsidiaries that are currently inactive.

      The Company and Holdings have granted the appropriate operating
subsidiaries exclusive, perpetual licenses to use the Company's proprietary
technologies for individualized television programming and for on-line learning
software within their respective business areas and have given such subsidiaries
the right to sublicense the respective technologies. Under the licenses, each
subsidiary will pay the Company royalties on net revenues if the subsidiary is
no longer majority owned by the Company, and royalties on the net sales of any
sublicensee.

      Unless otherwise indicated, all references in this Form 10-K to the
Company or ACTV include ACTV, Inc. and all of its subsidiaries.

      This document includes certain forward looking statements about the
Company and its industry that are based on management's current expectations.
Actual results may differ materially as a result of any one or more of the risks
identified in the Company's filings under the Securities Exchange Act of 1934.

  Board Policy and Corporate Structure of Subsidiaries

      The policy of the Company is and has been, as set forth in the prospectus
relating to its initial public offering in May 1990, "to license [the Company's]
technology and arrange joint ventures for its use in a number of different
industries." The Board of Directors has previously adopted and reaffirmed in
1998 a plan to take effect in the event that an entity deemed not likely to
further such policy or to act inconsistently with the best interests of all the
Company's shareholders seeks to acquire or has acquired 20% or more of the
Company. The text of the Board resolution relating to this issue is as follows:

      "Resolved, that it being in the best interests of the Corporation and the
shareholders of the Corporation, the Board of Directors hereby approves and
adopts a plan that, in the event that the Board of Directors determines that an
acquirer has acquired, or seeks to acquire, 20% or more of the Corporation and
that such acquirer is not a suitable acquirer since such acquirer will not
further the Corporation's policy of acting as a broad licensor of the ACTV
proprietary technologies, or is otherwise likely to act inconsistently with the
best interests of all the Corporation's shareholders, the Board is authorized to
take all necessary action (including the hiring of an investment banking firm),
to offer, by invitation, non-exclusive licenses to use and exploit the ACTV
proprietary technologies. The terms of such licenses may include the payment of
royalties consisting of a significant initial advance, minimum annual payments
and/or a percentage of annual net sales, and shall be consistent with, and no
less favorable than, the terms of existing licenses. The Board is authorized, in
its discretion, to employ an independent investment banking firm for the purpose
of evaluating the terms of such licenses. In the event that an acquirer is
identified and an auction is commenced, the

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Board reserves the right to terminate the auction at any time prior to the
Corporation's entering into the non-exclusive license agreement."

      The Board has authorized that each of the Company's direct and indirect
subsidiaries (except Holdings) have two classes of common stock and one class of
preferred stock. The second class of common stock, which is equivalent in the
number authorized to 20% of the total common stock authorized, carries
"super-voting" powers. It is the Board's policy that up to 20% of the equity of
the Company's direct and indirect subsidiaries (except Holdings) may be
allocated to executive officers, directors and employees of the Company and its
subsidiaries in consideration of services rendered and to reward and motivate
executives."

      The foregoing may have anti-takeover effect and may be used to delay,
discourage or prevent a change in control of the Company.

      Pursuant to such policy, certain employees, including Messrs. Samuels,
Reese, Crowley and Cline, have been granted options to purchase Class B Common
Stock, at fair value as of the date of grant, of certain of the Company's
subsidiaries; such common stock, if issued, will have majority voting rights in
such subsidiaries.

The Company

      The Company has developed proprietary technologies for individualized
television programming ("Individualized Programming") and for Internet learning
systems ("eSchool"). The Company's products, in general, are tools for the
creation of programming that allows viewer participation for both television and
Internet platforms. The chief market presently targeted by the Company for its
Individualized Programming is in-home entertainment, particularly sports
programming, while for the Internet the Company's market focus is education,
with an emphasis on schools and universities in the United States.

      The Company operates directly and through wholly-owned subsidiaries. The
principal subsidiaries are ACTV Entertainment, Inc., which will be primarily
responsible for the Company's activities in the United States entertainment
market, its subsidiary, The Texas Individualized Television Network, Inc., which
will operate the Company's first individualized regional sports network, and
ACTV Net, Inc., which is responsible for the Company's Internet and education
business.

      The Company was incorporated under the laws of the State of Delaware on
July 24, 1989. The Company is the successor, by merger effective November 1,
1989, to ACTV, Inc., a California corporation, organized on July 11, 1983. The
Company's executive offices are located at 1270 Avenue of the Americas, New
York, New York 10020, telephone number (212) 262-2570.

Entertainment

      Individualized Programming significantly enhances the quality of most
varieties of television programming by giving the viewer the ability to make
instant and seamless changes within the live or pre-recorded television
programming being viewed. Individualized Programming is a multi-path broadcast
of several elements of programming material, such as instant replay, isolation
cameras, statistical data, or additional features. There is no limit to the
number of viewers who can interact simultaneously with a program enhanced with
the Company's Individualized Programming ("ACTV Program" or "ACTV Programming").

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      A viewer of Individualized Programming chooses among the various options
and features offered by using a remote control device with a minimum of four
keys programmed for ACTV functionality. These keys allow access to the
appropriate path to be selected. In a live hockey telecast, for example, the
Company's Individualized Programming allows a viewer to select features like
"Hit Parade," a recap of the game's hardest checks; "Saving Grace," a
compilation of the game's best saves; "Star Cam," which provides an isolated
view of a featured player; "Goals-On-Demand," a compilation of all the scores in
the contest; plus, the viewer can call up in-depth statistics and instant
replays at any time.

      Individualized Programming gives television advertisers unique
opportunities to target their message demographically. By asking the viewer
basic questions at the beginning of the program, the Individualized Programming
can recall this information during a commercial break and send the viewer an
appropriate advertisement. Alternatively, before a commercial break, viewers can
be asked the type of product for which they would like to see an advertisement.
The Company's Individualized Programming records this choice, then sends the
requested commercial to each viewer. This same choice can be recalled at a later
commercial break to provide additional information. Individualized Programming
stores the responses in the system memory, and can trigger branches based on the
accumulated responses at the end of the program, offering premiums, additional
information, or better targeted commercial messages to each viewer.

      The Company's initial emphasis is to deploy its programming over cable
systems that have upgraded their signal origination facilities (referred to in
the industry as "headends") for digital delivery. Operators of upgraded systems
will distribute the Company's Individualized Programming to viewers who have a
digital set-top terminal into which the Company's software application has been
downloaded. The Company is emphasizing digital delivery over analog primarily
because the channel capacity in digital transmission systems is greater and
because Individualized Programming can be integrated into digital systems with
no incremental hardware cost. The Company believes that the differentiation
afforded by the Company's Individualized Programming will allow distributors to
offer their customers Individualized Programming on a subscription basis.

      The Company, working with The Sarnoff Corporation ("Sarnoff"), a world
leader in the development of digital platforms, has developed software that
integrates the Company's Individualized Programming into digital set-top
terminals at no incremental manufacturing cost. The Company has completed the
integration of its Individualized Programming software into the MPEG-2 digital
set-top terminal manufactured by General Instrument Corporation ("GI").

      The Company is seeking to launch regionally-based entertainment networks
("Regional Networks"), featuring sports programming provided through the
Company's strategic alliance with FOX Sports Net.

      FOX Sports Net is a service of "National Sports Partners," a joint venture
between Cablevision's Rainbow Media Holdings, Inc. and FOX/Liberty Networks,
which is a 50/50 partnership between News Corp. and Tele-Communications, Inc.'s
Liberty Media Corporation. Equally owned by FOX/Liberty Networks and
Cablevision's Rainbow Media Holdings, Inc., the new venture now reaches more
than 58 million homes nationwide.

      The Company has the rights to license FOX Sports Net programming from each
of FOX Sports Net's regional sports affiliates and to offer enhanced FOX Sports
Net programming to any distributor that carries the corresponding regional FOX
Sports Net channel. The FOX Sports Net agreement extends through June 2003.

      The Company plans to launch its first Regional Network in 1998 in the
territory served by FOX Sports Southwest (the "Southwest Regional Network"). FOX
Sports Southwest distributes

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programming to 5.1 million households in Texas, Louisiana, Arkansas, Oklahoma
and nine New Mexico counties. The Southwest Regional Network will feature
individualized telecasts of professional basketball (Houston Rockets, Dallas
Mavericks, San Antonio Spurs), hockey (Dallas Stars), and baseball (Texas
Rangers, Houston Astros), along with college sports events from the
Southeastern, Southland and Western Athletic conferences.

      The Company has entered into an agreement with Tele-Communications Inc.
("TCI"), under which TCI will initially distribute the Southwest Regional
Network to its digital subscribers in the Dallas, Texas area. The agreement also
contemplates distribution throughout the region served by FOX Sports Southwest,
with the potential for nationwide distribution by TCI of the Company's future
regional sports networks.

      The Company's plan is to produce and distribute entertainment programs
within each Regional Network from a master control facility in the region; the
facility will include the necessary production and transmission equipment to
both create and distribute Individualized Programming.

      For example, for the Southwest Regional Network the Company has
constructed a state-of-the-art master control in the facility used by FOX Sports
Southwest in Irving, Texas. During a live sports production, the Southwest
Regional Network's master control receives multiple video/audio feeds from Fox
Sports Southwest via fiber lines. The Company's production team creates and adds
individualized programming elements, digitally encodes the Individualized
Programming and distributes it via fiber to cable operators. The Company expects
also to offer satellite transmission of its Southwest Regional Network
programming.

Business Strategies

      Cable television is currently available for purchase by more than 90% of
the approximately 98 million U.S. television households. The cable television
industry is an established provider of multi-channel programming, with
subscriptions from approximately 65% of total U.S. television households. Cable
systems typically offer 25 to 78 channels of programming at an average monthly
subscription price of $35.

      The development of digital transmission and compression allows for the
transmission of a greater number of channels with better audio and video
quality. With digital compression technology, each 6MHz of bandwidth (the amount
required for an analog channel) can be converted on average into five or more
channels of programming, thereby enabling the distributor to offer a broader
variety of programming choices than analog systems.

      Once a cable operator has upgraded its headend for digital distribution, a
cable home needs only a digital set-top terminal with ACTV software to receive
Individualized Programming. GI has announced orders for approximately 15 million
digital set-top terminals to date.

      The Company's business strategies for the U.S. entertainment market are as
follows:

Target regions where the cable operators' headends are being upgraded to
digital. For the launch of Regional Networks, the Company has specifically
targeted certain regions of the United States where the Company believes a
greater proportion of cable operators are upgrading their headends and are
currently offering or have indicated they will soon be offering digital
converter boxes to their cable subscribers. The Southwest Regional Network is
the Company's first planned Regional Network.

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Negotiate and sign affiliate agreements with cable operators to offer Regional
Network programming to their subscribers. The Company has entered into an
agreement with TCI, under which TCI will initially distribute Southwest Regional
Network programming to its digital subscribers in the Dallas area. The agreement
also contemplates distribution throughout the region served by FOX Sports
Southwest, with the potential for nationwide distribution by TCI of the
Company's future Regional Networks. The Company is in discussions with a number
of other cable operators to sign affiliate agreements to carry the Southwest
Regional Network. The Company believes that its Regional Networks will provide
cable operators with uniquely differentiated programming that can help them
attract customers to their new digital services, as well as offer a potentially
significant source of new revenues.

Through a focused marketing effort, educate both cable operators and potential
subscribers about the benefits of Individualized Programming. The Company
believes that as cable operators become better educated about the benefits of
Individualized Programming and understand the additional revenues that can be
earned by providing it to their subscribers, the Company's revenues and
penetration rates will increase. As consumers and cable operators understand
that the Company can provide a significantly better way of viewing a sporting
event (as well as other types of traditional programming), the Company believes
its penetration rates will grow. Key marketing efforts will include: (1)
possibly offering Individualized Programming on a free trial basis to potential
new subscribers; (2) cross-promotional activities with FOX Sports Net; (3)
cross-promotional activities with cable operators and (4) traditional print
media, television advertising, and other marketing strategies.

Keep programming costs low during the Company's first few years of operation and
expand its penetration, through sports programming. The Company believes that
sports is the most popular programming genre for attracting new subscribers to
the Southwest Regional Network and to Individualized Programming in general. In
addition, a focus on sports programming by the Company is more cost-efficient
than a programming line-up with greater variety. Therefore, it is Company's
intention initially to keep programming costs low by primarily focusing on just
sports programming.

Individualized Programming

      The Company's process of creating Individualized Programming involves
viewer selection from a multiple number of frame-synchronized video, graphics,
and/or audio signals delivered at one time. Viewers see and/or hear only one of
the signals at a given moment; the others remain transparent. Each viewer
interacts with the programming individually by making selections or decisions
using a remote control device. In response to these keyed inputs, the
Individualized Programming seamlessly switches from one signal to another,
giving each viewer his or her appropriate response. The viewer cannot detect
when such a switch takes place because it occurs with frame accuracy.

      The results appear seamless and uninterrupted -- for the viewer the
programming is completely individualized. Although an individualized program and
its associated branches are taped in a normal linear fashion, the program, when
shown, has thousands of possible variations available for each viewer to
experience. The particular version seen is based on each viewer's individually
selected preferences and inputs. An unlimited number of independent viewers can
interact with an ACTV Program simultaneously.

      Individualized Programming can also be effectively employed for live
telecasts, particularly sports events such as those to be produced by the
Southwest Regional Network. For live events, Individualized Programming allows a
viewer to have a choice of simultaneous options like instant

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replay on demand, feature packages that are created and made available as the
event progresses, alternative camera angles and in-depth statistics.

      Individualized Programming allows a television set-top terminal to receive
information from codes either embedded into the video program material or
delivered in a data packet. It maintains "memory" on the progress of the viewer
and provides automatic branching. At appropriate times during the program, the
set-top will make branch switches automatically, accumulate data, recall
information, create graphics and/or implement a pre-programmed set of
instructions.

      In digital systems, multiple video, audio and graphics can be
individualized in 6MHz of band-width. The Company's software enables the
implementation of Individualized Programming into digital television systems.
Individualized Programming can be delivered through any digital video system and
received by a standard digital set-top terminal, such as GI's DCT 1000. The
Company's software application can be installed during the manufacturing process
or can be later downloaded into each set-top terminal. There is no additional
memory or hardware necessary to upgrade a digital set-top terminal to deliver
the Company's Individualized Programming to subscribers.

      Individualized Programming can be transmitted through any service
provider's channel, and can even be broadcast under the new digital television
standard recently approved by the FCC. Individualized Programming uses one 6MHz
channel with 64 OAM, or 8VSB modulation techniques providing adequate data rates
to support the Company's programming. Individualized Programming is channel
independent and can be transmitted over any 6MHz channel using any practical
modulation scheme. The content will be created in each of the Company's regional
production facilities and then distributed to operators throughout the region
via a number of different delivery options, including land lines and satellite.
The distribution method will be determined by the geographical nature of the
region and the economic viability of the different delivery techniques available
in each specific region. The Company delivers to the service provider a complete
MPEG-2 compatible transport stream containing all of the necessary information
for the application to run properly in its system.

      The Company's signal is received at the cable operator's distribution
facility by an appropriate receiver. The service provider will simply have to
pass the signal through its CA (Conditional Access) system and send the signal
out to its customers. Utilizing standard MPEG-2 compression techniques at a 4:1
compression ratio, the Company will provide its service through a single 6MHz
channel. The Company does not require any back channel capability to support the
programming. Individualized Programming creates an individualized look and feel
by using relational database management and a very small amount of local memory
in order to create millions of possible variations.

      The Company's application software uses approximately 25 Kilobytes of code
space, either ROM (Read Only Memory), PROM (Programmable Read Only Memory) or
EEPROM (Electrical Erasable PROM). The application requires a small amount of
scratch pad memory, RAM (Random Access Memory) up to 2KB. While the application
does not require any NVRAM (Non-Volatile RAM), up to 1KB of NVRAM is desirable
for future back channel applications.

      Individualized Programming seamlessly switches the user through multiple
channels of video and audio in response to the user's inputs throughout the
program. The switch may be delayed as long as the producer/writer chooses. The
seamless switch is accomplished by utilizing a subset of the MPEG-2 syntax for
splicing. Individualized Programming switching is much simpler than

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creating a seamless splice between two unrelated video streams because the video
and audio encoders are co-located.

      The Company's Individualized Programming employs a command language that
is used to configure the set-top converter and control the information that the
user sees under specific conditions. The command language requires a small
amount of additional bandwidth in the channel and approximately 2 Kilobytes/sec
of additional data must be sent in a digital system. When commands are received
by the application software running in the set-top converter, they are processed
by the software and the correct information is presented.

Education

      The Company has developed eSchool Online(TM) ("eSchool"), a Java-based
software suite that permits a teacher to use the Internet as an accompanying
instructional tool during a lesson. (Java is a programming language developed
for the Internet by Sun Microsystems.) eSchool integrates Web content and a chat
application with educational video effectively to create a "virtual" classroom.
eSchool software can be used for pre-recorded as well as live programming, while
the video can come from any source.

      With eSchool software, a student can receive a traditional video lesson
through a frame in his or her Web browser, or from a television in the
classroom. Simultaneously, eSchool provides separate frames in the Web browser
that display 1) Web sites with supporting information/examples; 2) dialogue with
teacher and/or other students during a live lesson; and 3) a "playlist" of Web
sites received to permit navigation from one to another. eSchool content
creation software allows an instructor to easily select and order the addresses
of the Web sites and related questions to be included in the playlist. The Web
site addresses and questions can be assigned times and sent automatically to
students during a pre-recorded program, or in a live lesson. The instructor can
trigger any Web site address or question to be sent to the students at any time.

      eSchool's components include instructor and student user software,
authoring software and database assessment software. The Company expects to
continue to refine and upgrade its eSchool software in the future. In addition,
the Company provides Internet content development assistance, hosting of eSchool
programs on its computer servers, and consulting to schools and universities.

      The Company recorded its first eSchool sale in mid-1997 with the School
District of Philadelphia. The Philadelphia City Schools are using eSchool to
create and deliver new instructional and staff development programs. Since that
time, the Company has entered into contracts to deliver eSchool to educational
institutions in Nebraska, New York, Massachusetts, and Georgia.

      The Company has also developed two-way analog and digital programming
technologies for distance learning. The Company offers a point-to-multipoint
broadcast system that can deliver pre-recorded individualized lessons or can
integrate individualized segments into live distance learning lessons. Students
receive individualized responses to their input made with a simple remote
control. At the end of the lesson, the system's memory component can recall each
student's performance throughout the lesson, giving the local facilitator a
detailed accounting of the results.

      Distance learning ("DL") networks typically involve a teacher at a central
telecasting site distributing a lesson to multiple remote classroom sites. The
Company's individualized DL tools allow the teacher to create questions or offer
choices relating to the lesson and pre-record individualized responses. At
selected points in the lesson, the DL teacher can initiate the questions

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and interactions, with each student across the network receiving individualized
responses. In addition, the teacher receives immediate feedback on the classes'
responses, allowing the teacher to pace the lesson accordingly.

      The major components of the Company's DL television product are authoring
software, which permits the development of individualized education programming,
and hardware installed at the receiving site, which connects the student to the
system. The authoring software is designed to enable the teacher, using a
standard personal computer, video camera and other standard ancillary hardware
to produce the lessons to be telecast. The Company provides training and support
in the use of the authoring software, so that programming can be produced by the
customer in its own facilities.

      The Company has an agreement with GI to allow its individualized distance
learning functionality to be integrated with GI's DigiCipher(R) and Magnitude
systems. The new systems will allow programming networks to develop
individualized programming and distribute it digitally to their customers.

Business Strategies

      A recent independent survey found that approximately 70% of public schools
in the U.S. currently have Internet access, up from approximately 30% one year
ago. According to the survey, the number of computers used for instructional
purposes rose approximately 24%, to over 6 million during the 1996-97 school
year.

      Statistics show that the nation's 85,000 public schools are nearing the
U.S. Department of Education's recommended ratio of five students per computer.
The current ratio is 7.3 students per computer, compared to 19.2 to one just
five years ago.

      Education industry observers expect that spending for educational
technology infrastructure will continue to increase substantially for each of
the next several years. The wiring of the country's classrooms for Internet
connectivity is an established priority of the United States Government. The
Federal Communications Commission has mandated a $2.25 billion Internet subsidy
fund (of which $675 million was funded in 1997), and has chartered a
not-for-profit corporation, Schools and Libraries Corp., to administer it.
Public schools and libraries in the United States can use the fund for Internet
connection charges, internal wiring, and Internet network hardware (excluding
computers). Funding is from telecommunications companies, who are required by
the Telecommunications Act of 1996 to make yearly payments to the fund.

      Thus far, schools that are connected to the Internet have principally used
it for research purposes, rather than as a tool for the delivery of on-line
learning. The growth of the Internet itself and of school connectivity have
outpaced both the training of teachers on the Internet's functionality and the
availability of on-line curriculum. As a result, it is expected that school
spending for Internet teacher training and on-line learning will show marked
growth in the future. The on-line learning industry is widely reported as
growing at 100% per year, while industry experts predict that the total on-line
learning market may reach $3 billion by the year 2000.

      The Company's education business strategies are as follows:

Focus on Internet teacher training and on-line curriculum development. The
Company has developed and adapted eSchool to target on-line learning curriculum
development. To date, the Company's eSchool contracts with schools and
universities have all included, in addition to the

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provision of eSchool application and database management software, Internet
educational content development jointly by the Company and its clients. A
significant focus of such content development has been the creation of on-line
lessons for teacher training.

Create joint ventures with customers to market the customer's content to other
users. The educational programming developed by customers using the Company's
education products in many instances has application for others. The Company
intends, jointly with customers who develop programs, to market such programs to
other potential users.

Develop proprietary programming content. The Company believes that programming
content can be developed that will have application for many existing and
potential clients. The Company intends to develop such programming content
either entirely itself or by acquiring rights to existing education content and
subsequently adapting it for Internet application.

Government Regulation

      The Company believes that neither its planned implementation of
Individualized Programming nor eSchool is subject to any substantial government
regulation. However, the broadcast industry in general, and cable television in
particular, are subject to substantial government regulation.

      Pursuant to an Act of Congress passed in 1992 ("1992 Cable Act"), the
Federal Communications Commission ("FCC") substantially re-regulated the cable
television industry in various areas including rate regulation, competitive
access to programming, "must carry," and retransmission consent for broadcast
stations. These rules, among other things, restrict the extent to which a cable
system may profit from, or recover costs associated with, adding new program
channels, impose certain carriage requirements with respect to television
broadcast stations, limit exclusivity provisions in programming contracts and
require prior notice for channel additions, deletions and changes. The United
States Congress and the FCC also have under consideration, and may in the future
adopt new laws, regulations and policies regarding a wide variety of matters
which could, directly or indirectly, materially adversely affect the operations
of the Company.

Set-Top Converters, Terminals, and Other Devices

      The Company does not intend to manufacture set-top converters, terminals,
video servers, or other devices that provide Individualized Programming. This
equipment will be supplied to the Company pursuant to agreements between the
Company and equipment suppliers.

      In 1996, the Company and GI signed a non-exclusive, royalty-free
manufacturing agreement for GI's MPEG-2 digital set-top terminal. Working with
the Company and GI, Sarnoff has facilitated the integration of Individualized
Programming into this terminal. In August 1997, GI invested $1 million in the
common stock of the ACTV, Inc. (the "Common Stock"). The companies also agreed
to jointly market the Company's individualized television application that
operates with GI's current generation digital systems and consumer set-top
terminals.

      The Company intends to grant licenses similar to that granted to GI to
other manufacturers that are selected by the future distributors of
Individualized Programming. ACTV does not anticipate deploying its programming
service with other digital set-top box manufacturers until early 1999.

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      In the education market, the Company has entered into an arrangement with
GI pursuant to which its individualized functionality for distance learning will
be integrated with GI's DigiCipher and Magnitude systems. The new digital
systems will allow programming networks to develop the individualized content
and distribute it digitally to their customers.

      The Company has a non-exclusive agreement with KDI Precision Products,
Inc. ("KDI") to manufacture the Company's distance learning systems that
incorporate individualized functionality. KDI sells the systems to the Company
at prices, and in accordance with a delivery schedule, agreed upon from time to
time. KDI also is a distributor of components such as television monitors, VCRs,
remote controls, printers and cabinets used in conjunction with the systems.

      KDI is currently the only manufacturer of the distance learning systems.
The Company believes that KDI can produce sufficient systems to meet the
anticipated needs of the Company in the education marketplace. In the event that
KDI were unable to supply the systems, there can be no assurance that the
Company could produce sufficient systems or obtain sufficient systems from
another manufacturer at an acceptable price. The inability of the Company to
obtain systems could have a material adverse effect on the distance learning
business of the Company.

      There can be no assurance that the Company will be successful in
developing additional manufacturing licenses.

Patents and Other Intellectual Property

      The Company has sought to protect the proprietary features of its
Individualized Programming it employs through patents, copyrights,
confidentiality agreements, and trade secrets both in the United States and
overseas. As of the present time, the United States Patent and Trademark Office
has issued fifteen patents, with additional patents pending. The patents, which
deal with different aspects of Individualized Programming, expire at various
dates from 1998 to 2015.

      Corresponding patents for some of the above U.S. patents have been granted
or are pending in Canada, Japan, Australia and the European Patent Office. When
a patent is granted by the European Patent Office, and upon the filing of
appropriate translations, protection will be available in the designated
European countries. The Company believes such patents will strengthen its
competitive position in the aforementioned countries.

      The inventors named on all of the patents issued have assigned to the
Company all right, title, and interest in and to the above U.S. patents and any
corresponding foreign patents or applications based thereon. In addition, Dr.
Michael Freeman, the principal inventor of Individualized Programming and a
current employee of the Company, has agreed to assign to the Company the rights
and title in and to all future patents and applications, and any corresponding
foreign patents or application relating to the Individualized Programming.

      There can be no assurance that the patents held by the Company are
enforceable, particularly in view of the high cost of patent litigation, nor can
there be any assurance that the Company will derive any competitive advantages
from them. To the extent that patents are not issued for any other products
developed by the Company, the Company would be subject to more competition. The
issuance of patents may be insufficient to prevent competitors from essentially
duplicating the Company's products by designing around the patented aspects. In
addition, there can be no assurance that the Company's products will not
infringe on patents owned by others, licenses to which may not be available to
the Company, nor that competitors will not develop functionally similar products
outside the protection of any patents the Company has or may obtain.

                                       11
<PAGE>

      The Company requires each of its employees, consultants and advisors to
execute a confidentiality and assignment of proprietary rights agreement upon
the commencement of employment or a consulting relationship with the Company.
These arrangements generally provide that all inventions, ideas, and
improvements made or conceived by the individual arising out of the employment
or consulting relationship shall be the exclusive property of the Company. This
information shall be kept confidential and not disclosed to third parties,
except by consent of the Company or in other specified circumstances. There can
be no assurance, however, that these agreements will provide effective
protection for the Company's proprietary information in the event of
unauthorized use or disclosure of such information.

Product Development

      The Company's current research and development efforts for the
entertainment market are focused primarily on digital application of its
Individualized Programming. The Company has worked with Sarnoff to develop
digital applications of its Individualized Programming. The Company, Sarnoff,
and General Instrument Corp. have completed the project to incorporate the
Company's Individualized Programming into GI's MPEG-2 digital set-top cable
terminal. The Company is also in the process of expanding and further refining
its Individualized Programming to incorporate additional functionalities that
can be used in the digital cable platform and to adapt its application software
for use in digital converters manufactured by other companies.

      For the education market, the Company plans to continue to refine and
upgrade its eSchool software programs.

Competition

      The business of providing subscription and pay television programming is
highly competitive. The Company faces competition from numerous other companies
offering video, audio and data products and services. The Company's existing and
potential competitors comprise a broad range of entities engaged in
communications and entertainment, including cable programming providers, cable
premium pay programming providers (such as HBO, Cinemax etc.), premier multiplex
pay channels under the digital format, pay-per-view movies and special event
offerings, television networks, home video products companies, as well as
companies developing new technologies and programming concepts. Many of the
Company's competitors have greater financial, marketing and programming
resources than the Company. The Company expects that quality, uniqueness and
variety of programming, quality of picture and service and cost will be the key
bases of competition. The Company may also experience competition from other
programming alternatives that may provide new sources of revenue to cable
operators.

      At the present time, there are a number of different new television
technologies, often labeled as interactive television, that have been developed
or are under development by others that might be considered competitive with the
Company's Individualized Programming. These new technologies, in general, are
delivered via cable television, or through devices that are attached to the
television set. To the best of the Company's knowledge, none of the
point-to-multipoint systems based on these technologies allows the viewer to
affect what is seen on the television in the same manner or to the extent of
Individualized Programming, which is unique in its approach and function.

      In education, the market for Internet products and services is one
characterized by rapid technological change and heavy competition from firms
with a wide range of size and resources. The 

                                       12
<PAGE>

Company also competes with providers of traditional education products; nearly
all of such companies have greater financial, and other, resources than the
Company.

Employees

      At December 31, 1997, the Company employed 33 full-time employees. The
Company believes that its relationships with its employees are generally
satisfactory.

Item 2.     PROPERTY - OFFICES AND FACILITIES

      The Company maintains its principal and executive offices at Rockefeller
Center, 1270 Avenue of the Americas, New York, New York, where it leases
approximately 8,000 square feet at a rent of approximately $22,200 per month
pursuant to a lease that expires in January 2001. The Company maintains an
engineering staff and an editing studio at 1600 Broadway, New York, New York,
where it leases approximately 2,500 square feet at a rent of $3,450 per month,
pursuant to a lease that expires in December 1999. In addition, the Company
leases a facility in Dallas of 2,972 square feet for a monthly rent of
approximately $5,950, pursuant to a lease that expires in October 1998, and
maintains an office at 9454 Wilshire Boulevard, Beverly Hills, California, which
is leased on a month-to-month basis for approximately $1,350 per month. The
Company believes its current facilities are suitable and adequate, and that they
provide the productive capacity necessary for the performance of the operations
of the Company. None of the Company's properties is leased from affiliated
persons.

Item 3.     LEGAL PROCEEDINGS

      There are no pending material legal proceedings to which the Company is a
party.


Item 4.     SUBMISSION OF MATTERS TO A
            VOTE OF SECURITY HOLDERS

On May 16, 1997 the Company held an Annual Meeting of Shareholders for which it
solicited votes by proxy. The following is a brief description of the matters
voted upon at the meeting and a statement of the number of votes cast for and
against, and the number of abstentions as to each matter.

                                       13
<PAGE>

1.   Election of directors:
                           For       Withheld
     Bruce Crowley     11,032,580    149,495
     Richard Hyman     10,866,478    315,597
     Jess Ravich       11,034,780    147,295

2.   To approve an amendment to the Company's Restated Certificate of
     Incorporation that would increase the authorized shares of the Company's
     Common Stock to 65,000,000.

        For          Against        Abstain
     10,341,965       794,355        45,755

3.   To approve an amendment to the Company's Restated Certificate of
     Incorporation that would convert Series A and Series B Convertible
     Preferred Stock into 1,000,000 shares of preferred stock without
     designations.

        For          Against        Abstain
     6,219,526       651,722        74,675

4.   To ratify appointment of Deloitte & Touche, LLP as independent auditors of
     the Company.

        For          Against        Abstain
     11,103,450       46,925         31,700


                                       14
<PAGE>


PART II

Item 5.     MARKET FOR THE REGISTRANT'S COMMON
            EQUITY AND RELATED STOCKHOLDER MATTERS

      The Company's Common Stock is traded on The Nasdaq Stock Market ("Nasdaq")
and the Boston Stock Exchange under the symbols "IATV" and "IAT", respectively.
The following table sets forth the high and low sale prices for Common Stock as
reported by Nasdaq.

                           Common Stock

1997 Quarter               High       Low
                         --------------------

  First                     3 3/4     2 1/16
  Second                    2 1/4     1 7/16
  Third                     1 15/16   1 11/32
  Fourth                    2 1/32    1 5/16

1996 Quarter               High       Low
                         --------------------

  First                     5 1/8     3 11/16
  Second                    4 9/16    3 1/2
  Third                     4 5/16    3 1/16
  Fourth                    3 27/32   2 11/16

On March 25, 1998, there were approximately 300 holders of record of the
Company's 16,904,024 outstanding shares of Common Stock.

On March 24, 1998, the closing bid and asked prices of the Common Stock as
reported by Nasdaq were $1 19/32 and $1 11/16, respectively.

The Company has not paid cash dividends since its organization. The Company
plans to use earnings, if any, to fund growth and does not anticipate the
declaration or the payment of cash dividends in the foreseeable future.


                                       15
<PAGE>



Item 6. SELECTED FINANCIAL DATA

<TABLE>
<CAPTION>
                                                                                 Years Ended December 31,                           
                                                     ------------------------------------------------------------------------------ 
                                                         1993            1994             1995             1996              1997
                                                     ----------       ---------        ---------        ---------         ---------
<S>                                                  <C>             <C>             <C>              <C>               <C>         
Statement of Operations:                             
                                                     
Revenues(1)                                          $  164,602      $  938,416      $ 1,311,860      $ 1,476,329       $ 1,650,955
Operating Expenses(1)                                 3,443,513       5,734,132        8,272,884       10,240,158         9,120,267
Equity in Net Loss of                                                                                                  
ACTV Interactive(2)                                     506,303         143,500               --               --                --
Loss Before Extraordinary Item(3)                     4,156,955       5,122,010        6,920,906        8,605,097         7,352,441
Net Loss(3)                                           4,156,955       4,465,240        6,826,789        8,605,097         7,352,441
Loss Applicable to Common Stock Shareholders          4,156,955       4,465,240        6,826,789        8,800,481         7,858,683
Weighted Average Shares Outstanding                   5,800,134       7,897,278       10,162,128       11,739,768        12,883,848
Loss Per Common Share Before Extraordinary Item(3)          .72             .65              .68              .75               .61
Net Loss Per Common Share(3)                                .72             .57              .67              .75               .61
                                                                                                                       
Balance Sheet Data:                                    12/31/93        12/31/94         12/31/95         12/31/96          12/31/97
                                                     ----------       ---------        ---------        ---------         ---------
                                                                                                                       
Working Capital                                       2,263,225       1,503,703        2,397,027        5,093,859        (1,082,097)
Total Assets                                          5,920,720       7,733,314        8,551,128       11,692,624         7,901,918
Long Term Obligations                                 2,220,794       2,325,061               --               --                --
Stockholders' Equity(4)                               1,910,603       3,972,543        6,893,853        9,201,068         5,416,290
Total Capitalization                                  4,131,397       6,297,604        6,893,853        9,201,068         5,416,290
</TABLE>

(1)   For the period between January 1, 1993, and March 11, 1994, all education
      sales and expenses were reported separately by the Company's 49%
      affiliate, ACTV Interactive, and were not consolidated with the Company's
      statements of operations. For the remainder of 1994, operational results
      related to education were included with those of the Company, as a result
      of the Company's March 11, 1994 purchase of the Washington Post Company's
      51% interest in ACTV Interactive.

(2)   The results of ACTV Interactive are accounted for under the equity method
      of accounting for 1993 and for the period January 1, 1994 to March 11,
      1994.

(3)   Includes for the year ended 12/31/94 an extraordinary gain of $656,770,
      ($.08 per share) related to the extinguishment of debt and equipment lease
      obligations. Includes for the year ended 12/31/95 an extraordinary gain of
      $94,117 ($.01 per share) related to the extinguishment of debt
      obligations. 

(4)   No cash or non-cash dividends on Common Stock have been paid or granted
      and the Company does not anticipate the declaration or payment of
      dividends on Common Stock in the foreseeable future.


                                       16
<PAGE>



Item 7.     MANAGEMENT'S DISCUSSION AND ANALYSIS
                OF FINANCIAL CONDITION AND RESULTS OF OPERATIONS

THE COMPANY

      To the extent that the information presented in this Form 10-K discusses
financial projections, information or expectations about the Company's products
or markets, or otherwise makes statements about future events, such statements
are forward-looking and are subject to a number of risks and uncertainties that
could cause actual results to differ materially from the statements made. These
include, among others, the successful and timely development and acceptance of
new products and markets and the availability of sufficient funding to effect
such product and/or market development.

      ACTV, Inc. ("the Company") has developed proprietary technologies for
individualized television programming ("Individualized Programming") and for
Internet learning systems ("eSchool"). The Company's products, in general, are
tools for the creation of programming that allows viewer participation for both
television and Internet platforms. The chief market presently targeted by the
Company for its Individualized Programming is in-home entertainment,
particularly sports programming, while for the Internet the market focus is
education, with an emphasis on schools and universities in the United States.

      For entertainment applications, the Company's Individualized Programming
gives the viewer the ability to make instant and seamless changes within the
live or pre-recorded television programming being viewed. Individualized
Programming is a multi-path broadcast of several elements of programming
material, such as instant replay, isolation cameras, statistical data, or
additional features. There is no limit to the number of viewers who can interact
simultaneously with a program enhanced with the Company's Individualized
Programming ("ACTV Program" or "ACTV Programming").

      For education applications, the Company has developed eSchool Online(TM)
("eSchool"), a Java-based software suite that permits a teacher to use the
Internet as an accompanying instructional tool during a lesson. (Java is a
programming language developed for the Internet by Sun Microsystems.) eSchool
integrates Web content and a chat application with educational video effectively
to create a "virtual" classroom. In addition, the Company markets analog and
digital systems for televised distance learning applications that permit
point-to-multi-point telecasts that can deliver pre-recorded individualized
lessons as well as integrate individualized lessons into live distance learning
class sessions.

      Since its inception, the Company has incurred operating losses
approximating $47 million related directly to the development and marketing of
the Individualized Programming and eSchool.

      The Company is seeking to exploit the entertainment market, principally in
the U.S., through the launch of regionally based entertainment networks
("Regional Networks"). Programming for the Regional Networks is provided through
the Company's strategic alliance with FOX Sports Net. The Company has the rights
to license FOX Sports Net programming from each of FOX Sports Net's regional
sports affiliates and to offer enhanced FOX Sports Net programming to any
distributor that carries the corresponding regional FOX Sports Net channel. The
FOX Sports Net agreement extends through June 2003.

      FOX Sports Net is a service of "National Sports Partners," a joint venture
between Cablevision's Rainbow Media Holdings, Inc. and FOX/Liberty Networks,
which is a 50/50

                                       17
<PAGE>

partnership between News Corp. and Tele-Communications Inc.'s Liberty Media
Corporation. Equally owned by FOX/Liberty Networks and Cablevision's Rainbow
Media Holdings, Inc., the new venture now reaches more than 58 million homes
nationwide.

      The Company's business plan is to develop Regional Networks in regions
served by Fox Sports Net, with distribution to be provided by cable operators
that are currently upgrading their service from analog to digital transmission.
Initially, the Regional Networks will feature sports programming, with the
possible introduction of other types of programming in the future. The Company
believes that the differentiation afforded by the Company's Individualized
Programming will allow distributors to offer their customers Individualized
Programming on a subscription basis.

      The Company plans to launch its first Regional Network in 1998 in the
regions served by FOX Sports Southwest (the "Southwest Regional Network"). FOX
Sports Southwest distributes programming to 5.1 million households in Texas,
Louisiana, Arkansas, Oklahoma and nine New Mexico counties. The Southwest
Regional Network will feature individualized telecasts of professional
basketball (Houston Rockets, Dallas Mavericks, San Antonio Spurs), hockey
(Dallas Stars), and baseball (Texas Rangers, Houston Astros), along with college
sports events from the Soutneastern, Southland and Western Athletic conferences.

      The Company has entered into an agreement with Tele-Communications Inc.
("TCI") under which TCI will distribute and market the Southwest Regional
Network to its digital subscribers in Texas. The agreement also contemplates
potential nationwide distribution by TCI of the Company's regional sports
networks.

      The Company also plans to launch additional individualized networks in
regions served by FOX Sports Net. The planned Regional Networks will feature FOX
Sports Net regional programming enhanced by the Company's Individualized
Programming. The Company will be responsible for the incremental content,
transmission, delivery and master control costs incurred in connection with the
product enhancement of the Individualized Programming to be presented through
its Regional Networks.

      In August 1997, General Instrument Corp. ("GI") invested $1 million in
common stock of ACTV, Inc. (the "Common Stock") and agreed to market, jointly
with the Company, Individualized Programming applications. GI is the leading
supplier of digital television headend systems and digital set-top terminals.
The Company and GI had previously announced that the Company's Individualized
Programming would be incorporated into GI's new MPEG-2 digital set-top cable and
wireless terminals.

      It is the Company's belief that it has adequate funding to launch the
Southwest Regional Network in 1998. However, there is no assurance that it will
secure the funding necessary to effect additional launches in other regions, or
that other factors might not delay or prohibit the successful implementation of
the Company's Regional Network strategy.

      The projected Southwest Regional Network and additional network expansion
are part of the Company's plan to develop the entertainment division of its
business, which to date, does not generate any revenue for the Company. There
can be no assurance that the Southwest Regional Network or other Regional
Networks, if launched, will generate significant revenues for the Company.

      The target market for the Company's education products includes schools,
state and local agencies, universities and private business. eSchool consists of
a suite of integrated software

                                       18
<PAGE>

products, including content creation software, student and teacher user
software, and database assessment software. In addition, the Company provides
Internet content development assistance, hosting of eSchool programs on its
computer servers, and consulting to schools and universities.

      To date, nearly all of the Company's revenues have been derived from sales
to the education market of eSchool and individualized educational programs and
products. There is no assurance that the Company will be able to successfully
compete in this market, where many of its current and potential competitors are
companies with significantly greater resources than those of the Company.

RESULTS OF OPERATIONS

Comparison of the Years Ended December 31, 1996 and December 31, 1997

      During the year ended December 31, 1997 ("Fiscal 1997"), the Company's
revenues increased 12%, to $1,650,955, from $1,476,329 for the year ended
December 31, 1996 ("Fiscal 1996"). All revenues during Fiscal 1997 were derived
from the education market, while in Fiscal 1996, the Company's revenues derived
from education sales as well as from license and executive producer fees. The
revenue increase in the more recent period was the result of the inclusion of
sales from eSchool, which was introduced during Fiscal 1997, and higher sales of
distance learning products and services when compared to Fiscal 1996.

      Cost of sales decreased 27% in Fiscal 1997, to $471,956 , from $647,488 in
Fiscal 1996, and cost of sales as a percentage of sales revenue decreased to 29%
in the more recent year, from 44% in 1996. The relatively lower cost of sales in
Fiscal 1997 was due to a greater proportion of educational programming revenues
and the inclusion of eSchool sales in 1997. Both eSchool and educational
programming have higher gross margins than the Company's other sources of
revenue.

      Total expenses excluding cost of sales and interest expense in Fiscal 1997
decreased 10%, to $8,648,310, from $9,592,670 in the comparable period in 1996.
The decrease was partially attributable to lower operating expenses and
depreciation and amortization expense in the more recent period, which more than
offset an increase in selling and administrative expense. Also, the Company
recorded a gain of $346,892 in Fiscal 1997, compared to an expense of $183,634
related to stock appreciation rights. The difference was the result of a lower
market price for the Company's Common Stock at the end of Fiscal 1997, when
compared to the end of Fiscal 1996. Finally, during Fiscal 1996 the Company
incurred a valuation allowance of $274,325 related to an investment in an
affiliated company and, as a component of Fiscal 1996 selling and administrative
expense, reserved $82,746 against license fee and production service receivables
from this affiliate. During Fiscal 1997, the Company incurred no valuation
allowance.

      In Fiscal 1997, direct expenses related to the entertainment and education
markets were approximately $2.7 million and $2.9 million, respectively.

      Depreciation and amortization expense for Fiscal 1997 decreased 11%, to
$754,053, from $846,351 for Fiscal 1996. This decrease was due primarily to the
recognition during Fiscal 1996 of amortization expense for programming assets
that were fully amortized during that year.

      The Company's had no interest expense for either Fiscal 1997 or Fiscal
1996. Interest income for Fiscal 1997 decreased 26%, to $116,870, compared with
$158,732 in Fiscal 1996. The decrease resulted from lower available average cash
balances in the more recent year.

                                       19
<PAGE>

      For the Fiscal 1997 and 1996, the Company paid and/or accrued $506,242 and
$195,384, respectively, for dividends on convertible preferred stock issuances.
All dividend payments were made in the Company's Common Stock. The increase
during Fiscal 1997 is the result of the Company's having preferred stock
outstanding for less than half of the year during Fiscal 1996.

      For Fiscal 1997, the Company's net loss applicable to common shareholders
was $7,858,683, or $.61 per share, a decrease of 11% over the net loss of
$8,800,481 or $.75 per share, incurred in Fiscal 1996. The decrease in net loss
was due principally to higher gross margins, lower operating expenses, and lower
depreciation and amortization and stock appreciation rights expenses during the
more recent year.

Comparison of the Years Ended December 31, 1995 and December 31, 1996

      During the year ended December 31, 1996 ("Fiscal 1996"), the Company's
revenues increased 13%, to $1,476,329, from $1,311,860 for the year ended
December 31, 1995 ("Fiscal 1995"). The increase was the result of significantly
higher education revenues from distance learning and the recognition of
production revenues in the more recent period (compared to no production
revenues in 1995), which more than offset a small decline in non-distance
learning education sales.

      Cost of sales increased 94% in Fiscal 1996, to $647,488 , from $334,136 in
Fiscal 1995, and cost of sales as a percentage of sales revenue increased to 44%
in the more recent year, from 25% in 1995. The relatively higher cost of sales
in Fiscal 1996 was due to a greater proportion of total revenues generated from
lower margin equipment products and production services, as compared to Fiscal
1995's sales mix.

      Total expenses excluding cost of sales and interest expense in Fiscal 1996
increased 21%, to $9,592,670, from $7,938,748 in the comparable period in 1995.
The increase was attributable to higher operating expenses (principally
resulting from the Company's regional individualized network trial in Southern
California), greater research and development expenditures, higher selling and
administrative expenses, and a valuation allowance of $274,325 for the full
amount of the Company's investment in The Greenwich Group. As a component of
Fiscal 1996 selling and administrative expenses the Company also reserved
$82,746 against license fee and production service receivables from The
Greenwich Group. The Greenwich Group has experienced difficulty in raising
sufficient capital to fund its operations and growth and has been unable to pay
the Company for its services and license.

      In Fiscal 1996, direct expenses related to the entertainment and education
markets were approximately $2.5 million and $2.6 million, respectively.

      Depreciation and amortization expense for Fiscal 1996, decreased 24%, to
$846,351, from $1,113,278 for Fiscal 1995. This decrease was due primarily to
the relatively higher depreciation expense incurred in Fiscal 1995 that related
to set-top converters purchased for the California trial.

      The Company's interest expense for Fiscal 1996, decreased to zero,
compared to $98,392 in the prior year. The decrease was due to the repayment of
in full of the Company's debt obligations during 1995. Interest income for
Fiscal 1996 increased 15%, to $158,732, compared with $138,510 in Fiscal 1995.
The increase resulted from higher available average cash balances in the more
recent year.

                                       20
<PAGE>

      For the year ended December 31, 1996, the Company accrued $195,384 for the
payment of dividends to holders of convertible preferred stock issued in August
1996 by one of its wholly-owned subsidiaries.

      For Fiscal 1996, the Company's net loss applicable to common shareholders
was $8,800,481 or $.75 per share, an increase of 29% over the net loss of
$6,826,789 or $.67 per share, incurred in Fiscal 1995. Included in the Fiscal
1995 net loss is an extraordinary gain of $94,117, or $.01 per share as the
result of the extinguishment of certain obligations for value that was less than
the amounts recorded on the Company's books for such obligations. The increase
in net loss was due to increased operating, selling and administrative expenses
and lower operating margins during the more recent year, as noted above.

Liquidity and Capital Resources

      Since its inception, the Company (including its operating subsidiaries)
has not generated revenues sufficient to fund its operations, and has incurred
operating losses. Through December 31, 1997, the Company had an accumulated
deficit of approximately $47 million. The Company's cash position on December
31, 1997, was $554,077, compared to $6,520,756 on December 31, 1996.

      During the year ended December 31, 1997, the Company used $6,603,499 in
cash for its operations, compared with $7,560,486 for the year ended December
31, 1996. The decrease in the more recent year was due to lower operating
expenses and higher gross margins, which more than offset higher selling and
administrative expenses. The Company met its cash needs in the year ended
December 31, 1997 from a series of private placements of Common Stock
(approximately $1.5 million in net proceeds, including the $1 million placement
with GI) and Series A Convertible Preferred Stock (approximately $2.0 million in
net proceeds). The Company met its cash needs in the year ended December 31,
1996 from the proceeds of a private placement of Common Stock ($1.9 million in
net proceeds) and of convertible preferred stock issued by its wholly-owned
subsidiary ($9.1 million in net proceeds).

      With respect to investing activities in the year ended December 31, 1997,
the Company used cash of $2,895,803, related principally to the purchase of
equipment for a television master control facility in Dallas, Texas and for the
systems development related to the incorporation of Individualized Programming
into the GI cable set-top terminal and to eSchool. During the year ended
December 31, 1996, the Company used cash of $444,189 related to the purchase of
television production equipment and office improvements.

      All of the Company's operating subsidiaries have been dependent on
advances from the Company to meet their obligations. The Company's subsidiary,
The Texas Individualized Television Network, Inc., raised funds directly for its
operations in January 1998 and expects to fund its operations for the forseeable
future from the proceeds of this financing (see description below). During the
year ended December 31, 1997, the Company advanced approximately $2.6 million to
ACTV Net, $3 million to The Texas Individualized Television Network, Inc., and
$2 million to ACTV Entertainment, Inc. and its other subsidiaries.

      Advances are based upon budgeted expenses and revenues for each respective
subsidiary. Adjustments are made during the course of the year based upon the
subsidiary's performance versus the projections made in the budget.

      As compared to the Company's balance sheet as of December 31, 1996, the
Company's balance sheet as of December 31, 1997, reflects an increase of
$408,085 in preferred dividends

                                       21
<PAGE>

payable, resulting from the issuance of additional convertible preferred stock
during 1997 and the payment of dividends in kind rather than in cash.

      In January 1998, the Company's subsidiaries, ACTV Entertainment, Inc.,
(the "Issuer") and The Texas Individualized Television Network, Inc., a
wholly-owned subsidiary of the Issuer ("Texas Network"), entered into a Note
Purchase Agreement, dated as of January 13, 1998 (the "Agreement") with certain
private investors (the "Purchasers"). Pursuant to the Agreement, the Purchasers
purchased $5.0 million aggregate principal amount notes from the Issuer and
Texas Network. The notes bear interest at a rate of 13.0% per annum, payable
semi-annually, with principal repayment in one installment on June 30, 2003.
During the term of the note, the Issuer may, at its option, pay any four
semi-annual interest payments in kind rather than in cash, with an increase in
the rate applicable to such payments in kind to 13.75% per annum. The Note is
secured by the assets of the Texas Network, and is guaranteed by ACTV, Inc.

      In connection with the purchase of such note, the Purchasers received on
January 14, 1998 a common stock purchase warrant (the "Warrant") of Texas
Network that grants the Purchasers the right to purchase up to 17.5% of the
fully-diluted shares of common stock of Texas Network. The Warrant expires on
June 30, 2003. The Warrant also grants the Purchasers the right, through July
14, 1999, to exchange the Warrant for such number of shares of the Company's
Common Stock, at the time of and giving effect to such exchange, equal to 5.5%
of the fully diluted number of shares of Common Stock outstanding, after giving
effect to the exercise or conversion of all then outstanding options, warrants
and other rights to purchase or acquire shares of Common Stock. After five years
from the date of issuance, the Purchasers have the right to put the warrants to
the Texas Network for a value based on a multiple of its operating income.

      Prior to June 30, 1998, should the Company form and capitalize an entity
with the intent to commence operations for a second Regional Network in one of
the ten FOX Sports Net owned and operated regions, the Purchasers have a one
time option to purchase notes from such entity on the same terms and conditions
as the Texas Network financing.

      During the first three months of 1998, the Company has raised a total of
$1.4 million from a series of private placements of its Common Stock.

      In January 1998, the Company entered into an agreement with certain
holders of 5% Cumulative Convertible Preferred Stock ("Preferred Shares") of
ACTV Holdings, Inc., a wholly owned subsidiary of ACTV, Inc. The agreement
provides that the Company, at its sole discretion, may purchase from certain
holders of the Preferred Shares up to an aggregate of 150,000 Preferred Shares
based on a predetermined schedule through June 30, 1998. If the Company chooses
to purchase the Preferred Shares, the Company may, at its sole discretion, pay
in cash or a combination of cash, the Company's Common Stock, and warrants to
purchase the Common Stock.

      Management of the Company believes that its current funds (taking into
account the approximately $6.4 million raised during the first three months of
1998) will enable the Company to finance its entertainment and corporate
operations at their present level for at least the next twelve months. Such
belief is based on assumptions that could prove to be incorrect, in which case
the Company may require additional capital to finance such operations during
this period. In addition, if the Company is not successful at raising additional
funds, it may be required to significantly reduce its education operations.
While the Company believes that it has adequate funds to launch and operate its
planned Southwest Regional Network, it will need additional funding for Regional
Network expansion. While the Company has engaged an investment bank for
assistance in securing such financing, the Company has no commitments from
lenders or investors at this time and there is no assurance that it will be able
to raise the necessary capital to effect additional Regional Network

                                       22
<PAGE>

launches or to maintain its education operations at current levels. Such belief
is based on assumptions that could prove to be incorrect, in which case the
Company may require additional financing during this period.

      The Company does not have any material contractual commitments for capital
expenditures, although the Company believes that the Southwest Regional Network
may need to acquire approximately $750,000 in equipment for a second master
control facility.


Impact of Inflation

      Inflation has not had any significant effect on the Company's operating
costs.

New Accounting Pronouncements

Statement of Financial Accounting Standards No. 130.

      SFAS No. 130, Reporting Comprehensive Income establishes standards for
reporting and display of comprehensive income and its components (revenues,
expenses, gains, and losses) in a full set of general-purpose financial
statements. This statement requires that all items that are required to be
recognized under accounting standards as components of comprehensive income be
reported in a financial statement that is displayed with the same prominence as
other financial statements. This statement is effective for fiscal years
beginning after December 15, 1998. The Company has determined that the adoption
of this statement will have no effect on the financial statements.

Statement of Financial Accounting Standards No. 131.

The Company is required to adopt SFAS No. 131, Disclosures about Segments of an
Enterprise and Related Information during the year ending December 31, 1997. The
Statement establishes standards for the way that public business enterprises
report information about operating segments in annual financial statements and
requires that those enterprises report selected information about operating
segments in interim financial reports issued to shareholders. It also
establishes standards for related disclosures about products and services,
geographic areas, and major customers. This Statement supersedes FASB Statement
No. 14, Financial Reporting for Segments of a Business Enterprise, but retains
the requirement to report information about major customers. It amends FASB
Statement No. 94, Consolidation of All Majority-Owned Subsidiaries, to remove
the special disclosure requirements for previously unconsolidated subsidiaries.
The Company has not yet determined what effect the adoption of this statement
will have on the financial statements.

Item 8.     FINANCIAL STATEMENTS AND SUPPLEMENTARY DATA

The Financial Statements are listed under Item 14 in this report.

Item 9.     DISAGREEMENTS ON ACCOUNTING AND FINANCIAL DISCLOSURE

      None.

PART III

Item 10.    MANAGEMENT

                                       23
<PAGE>

Executive Officers and Directors

      The Company intends to file with the Securities and Exchange Commission
within 120 days of the end of the fiscal year covered by this Report on Form
10-K a definitive proxy statement (the "Proxy Statement"), pursuant to
Regulation 14A pertaining to the Annual Meeting of Stockholders to be held in
June 1998. Information regarding directors and executive officers of the Company
will appear under the caption "Election of Directors" in the Proxy Statement and
is incorporated herein by reference.

Item 11.    EXECUTIVE COMPENSATION

      Information regarding executive compensation will appear under the caption
"Executive Compensation" in the Proxy Statement and is incorporated herein by
reference.

Item 12.    SECURITY OWNERSHIP OF CERTAIN
            BENEFICIAL OWNERS AND MANAGEMENT

      Information regarding security ownership of certain beneficial owners and
management will appear under the caption "Ownership of Securities" in the Proxy
Statement and is incorporated herein by reference.

Item 13.    CERTAIN TRANSACTIONS

      Information regarding certain transactions will appear under the caption
"Certain Transactions" in the Proxy Statement and is incorporated herein by
reference.

PART IV

Item 14.    FINANCIAL STATEMENTS, SCHEDULES, EXHIBITS AND
            REPORTS ON FORM 8-K:


(a)1. FINANCIAL STATEMENTS:

See the Consolidated Financial Statements beginning on Page F-1 hereafter, which
is incorporated by reference.

(a)2. FINANCIAL STATEMENT SCHEDULE

The following Financial Statement Schedule for the years ended December 31, 1997
and December 31, 1996 is filed as part of this Annual Report. The Company had no
activity reportable on this schedule for the year ended December 31, 1995.


                                       24
<PAGE>


Schedule II - Valuation and Qualifying Accounts and Reserves

                        Column B         Column C           Column D    Column E
                      ----------  ----------------------  ----------  ----------
                      Balance at  Charged to  Charged to              Balance at
                       Beginning   Costs and       Other  Deductions         End
Description            of Period    Expenses    Accounts   -Describe   of Period
- --------------------------------------------------------------------------------

  Year ended 12/31/96:

Accounts receivable
allowance for doubtful
accounts.......                      $82,746                             $82,746
                                                                      
Reserve for investment                                                
losses.........                     $274,325                            $274,325
                                                                
  Year ended 12/31/97:

Accounts receivable
allowance for doubtful
accounts                 $82,746     $43,188     XXXXXXX     $82,746     $43,188

Reserve for investment
losses.........         $274,325                            $274,325          --


During 1997, the balances of $82,746 for accounts receivable allowance and
$274,325 for investment loss reserve were written off as uncollectible and
unrecoverable, respectively.


                                       25
<PAGE>


(a)3. EXHIBITS (inapplicable items omitted):

3.1.a    Restated Certificate of Incorporation of the Company.*
3.1.b    Amendment to Certificate of Incorporation of the Company.**
3.2      By-Laws of the Company.*
9.1      Voting Agreement dated November 11, 1994, by and between William C.
         Samuels and Michael J. Freeman.***
9.2      Voting Trust Agreement dated March 10, 1994 by and among William C.
         Samuels, The Washington Post Company and ACTV, Inc.**
10.1     First Amendment to Lease, dated December January 13, 1997 by and
         between the Registrant, as the Tenant, and Rockefeller Center
         Properties, as the Landlord.****
10.2     Form of 1989 Employee Incentive Stock Option Plan.*
10.3     Form of Amendment No. 1 to 1989 Employee Incentive Stock Option Plan.*
10.4     Form of 1989 Employee Non-qualified Stock Option Plan.*
10.5     Form of Amendment No. 1 to 1989 Employee Non-qualified Stock Option
         Plan.*
10.8     1996 Non-qualified Stock Option Plan. ****
10.9     1992 Stock Appreciation Rights Plan. ****
10.10    1996 Stock Appreciation Rights Plan. ****
10.11    Employment Agreement dated August 1, 1995, as amended January 1, 1997
         between the Company and William Samuels.
10.12    Employment Agreement dated August 1, 1995, as amended January 1, 1997
         between the Company and David Reese.
10.13    Employment Agreement dated 15th day of December, 1995, as amended
         January 1, 1997 between the Company and Bruce Crowley.
10.14    Master Programming License Agreement dated December 2, 1996, by and
         between the Company and Liberty/Fox Sports, LLC. ****
10.15    Enhancement License Agreement dated December 4, 1996, by and between
         the Company and Prime Ticket Networks, L.P., d/b/a Fox Sports
         West.******, ****
10.16    Enhancement License Agreement dated February 28, 1997, by and between
         the Company and ARC Holding, Ltd., d/b/a Fox Sports Southwest.******,
         ****
10.17    Agreement dated march 30, 1995 between General Instrument Corporation
         and the Company.***
10.18    Technical Services Agreement dated May 1995 between the David Sarnoff
         Research Center, Inc. and the Company.***
10.19    Option Agreement dated December 4, 1995 between the David Sarnoff
         Research Center and the Company. ****
10.21(a) deleted
10.21(b) deleted
10.21(c) Option Agreement dated September 29, 1995 between the Company and
         Richard H. Bennett.***
10.21(d) Assignment dated September 29, 1995 between the Company and Richard H.
         Bennett.***
10.21(e) Stock Option Agreement between the Registrant and William Samuels dated
         December 1, 1995 and amended July 29, 1997.
10.21(f) Stock Option Agreement, dated March 24, 1997, by and between the
         Registrant and William C. Samuels. ****
10.21(h) Stock Option Agreement between the Registrant and David Reese dated
         December 1, 1995 and amended July 29, 1997.
10.21(j) Stock Option Agreement between the Registrant and Bruce Crowley dated
         December 1, 1995 and amended July 29, 1997.
10.22    Option Agreement, dated March 11, 1997, by and between the Registrant
         and The Washington Post Company.****
10.23(a) Stock Option Agreement between the Registrant and William Samuels dated
         February 21, 1998.
10.23(b) Stock Option Agreement between the Registrant and Bruce Crowley dated
         February 21, 1998.
10.23(c) Stock Option Agreement between the Registrant and David Reese dated
         February 21, 1998.
10.23(d) Stock Option Agreement between the Registrant and William Samuels dated
         March 24, 1997 and amended July 29, 1997.
10.23(e) Stock Option Agreement between the Registrant and Christopher Cline
         dated March 24, 1997 and amended July 29, 1997.
10.23(f) Stock Option Agreement between the Registrant and David Reese dated
         March 24, 1997 and amended July 29, 1997.
10.23(g) Stock Option Agreement between the Registrant and Bruce Crowley dated
         March 24, 1997 and amended July 29, 1997.
10.24(a) Stock Option Agreement, dated March 14, 1997, by and between ACTV Net,
         Inc. and William C. Samuels.

                                       26
<PAGE>

10.24(b) Stock Option Agreement, dated March 14, 1997, by and between ACTV Net,
         Inc. and Bruce Crowley
10.24(c) Stock Option Agreement, dated October 1, 1997, by and between ACTV Net,
         Inc. and William Samuels
10.24(d) Stock Option Agreement, dated October 1, 1997, by and between ACTV Net,
         Inc. and Bruce Crowley
10.25(a) Stock Option Agreement by and between ACTV Entertainment, Inc. and
         William Samuels dated March 14, 1997 and amended January 14, 1998.
10.25(b) Stock Option Agreement by and between ACTV Entertainment, Inc. and
         David Reese dated March 14, 1997 and amended January 14, 1998.
10.26(a) Stock Option Agreement by and between Florida Individualized Television
         Network, Inc. and William Samuels dated June 3, 1997 and amended
         January 14, 1998.
10.26(b) Stock Option Agreement by and between Northwest Individualized
         Television Network, Inc. and William Samuels dated June 3, 1997 and
         amended January 14, 1998.
10.26(c) Stock Option Agreement by and between New York Individualized
         Television Network, Inc. and William Samuels dated June 3, 1997 and
         amended January 14, 1998.
10.26(d) Stock Option Agreement by and between San Francisco Individualized
         Television Network, Inc. and William Samuels dated June 3, 1997 and
         amended January 14, 1998.
10.26(e) Stock Option Agreement by and between Los Angeles Individualized
         Television Network, Inc. and William Samuels dated March 14, 1997 and
         amended January 14, 1998.
10.26(f) Stock Option Agreement by and between Texas Individualized Television
         Network, Inc. and William Samuels dated March 14, 1997 and amended
         January 14, 1998.
10.26(g) Stock Option Agreement by and between Florida Individualized Television
         Network, Inc. and David Reese dated June 3, 1997 and amended January
         14, 1998.
10.26(h) Stock Option Agreement by and between Northwest Individualized
         Television Network, Inc. and David Reese dated June 3, 1997 and amended
         January 14, 1998.
10.26(i) Stock Option Agreement by and between New York Individualized
         Television Network, Inc. and David Reese dated June 3, 1997 and amended
         January 14, 1998.
10.26(j) Stock Option Agreement by and between San Francisco Individualized
         Television Network, Inc. and David Reese dated June 3, 1997 and amended
         January 14, 1998.
10.26(k) Stock Option Agreement by and between Los Angeles Individualized
         Television Network, Inc. and David Reese dated March 14, 1997 and
         amended January 14, 1998.
10.26(l) Stock Option Agreement by and between Texas Individualized Television
         Network, Inc. and David Reese dated March 14, 1997 and amended January
         14, 1998.
10.27    ACTV Entertainment Shareholder Agreement dated March 14, 1997 and
         amended January 14, 1998.
10.28    ACTV Net Shareholder Agreement dated March 14, 1997.
10.29    ACTV Net Additional Shareholder Agreement dated October 1, 1997.
10.30    ACTV Entertainment License dated March 14, 1997 between ACTV Inc., ACTV
         Holdings and ACTV Entertainment.
10.31    ACTV Net License Agreement dated March 13, 1997 between ACTV Inc., ACTV
         Holdings and ACTV Net.
10.32    The Los Angeles Individualized Television Network, Inc. Sublicense
         Agreement dated March 14, 1997 between ACTV Entertainment and The Los
         Angeles Individualized Television Network, Inc.
10.33    The San Francisco Individualized Television Network, Inc. Sublicense
         Agreement dated January 1, 1989 between ACTV Entertainment and The San
         Francisco Individualized Television Network, Inc.
10.34    The Texas Individualized Television Network, Inc. Sublicense Agreement
         dated March 14, 1997 between ACTV Entertainment and The Texas
         Individualized Television Network, Inc.
10.35    The Los Angeles Individualized Television Network, Inc. Service
         Agreement dated March 14, 1997 between ACTV Inc., ACTV Entertainment
         and The Los Angeles Individualized Television Network, Inc.
10.36    The San Francisco Individualized Television Network, Inc. Service
         Agreement dated January 1, 1998 between ACTV Inc., ACTV Entertainment
         and The San Francisco Individualized Television Network, Inc.
10.37    The Texas Individualized Television Network, Inc. Service Agreement
         dated March 14, 1997 between ACTV Inc., ACTV Entertainment and The
         Texas Individualized Television Network, Inc.
10.38    Form of Note Purchase Agreement of the Texas Individualized Television
         Network dated as of January 13, 1998 *****
10.39    Common Stock Purchase Warrant issued pursuant to the Note Purchase
         Agreement as of January 14, 1998 *****
21       Subsidiaries of the Registrant
27       Financial Data Schedule


*        Incorporated by reference from Form S-1 Registration Statement (File
         No. 33-34618)
**       Incorporated by reference to the Company's Form 10-K for the year ended
         December 31, 1993.

                                       27
<PAGE>

***      Incorporated by reference from Form S-1 Registration Statement (File
         No. 33-63879) which became effective on February 12, 1996.
****     Incorporated by reference to the Company's Form 10-K for the year ended
         December 31, 1996.
*****    Incorporated by reference from the Exhibits to Schedule 13D filed by
         Value Partners, Ltd. on January 23, 1998.
******   Certain information contained in this exhibit has been omitted and
         filed separately with the Commission along with an application for
         non-disclosure of information pursuant to Rule 24b-2 of the Securities
         Act of 1933, as amended.


                                       28
<PAGE>


INDEPENDENT AUDITORS' REPORT



To the Board of Directors and Shareholders of ACTV, Inc.:

We have audited the accompanying consolidated balance sheets of ACTV, Inc. and
subsidiaries ("the Company") as of December 31, 1997 and 1996 and the related
consolidated statements of operations, shareholders' equity and cash flows for
the three years ended December 31, 1997. Our audits also included the financial
statement schedule listed in the index at Item 14 (a)(2). These financial
statements and financial statement schedule are the responsibility of the
Company's management. Our responsibility is to express an opinion on these
financial statements and financial statement schedule based on our audits.

We conducted our audits in accordance with generally accepted auditing
standards. Those standards require that we plan and perform the audit to obtain
reasonable assurance about whether the financial statements are free of material
misstatement. An audit includes examining, on a test basis, evidence supporting
the amounts and disclosures in the financial statements. An audit also includes
assessing the accounting principles used and significant estimates made by
management, as well as evaluating the overall financial statement presentation.
We believe that our audits provide a reasonable basis for our opinion.

In our opinion, such consolidated financial statements present fairly, in all
material respects, the consolidated financial position of the Company as of
December 31, 1997 and 1996 and the results of its operations and its cash flows
for the three years ended December 31, 1997 in conformity with generally
accepted accounting principles. Also, in our opinion, the financial statement
schedule, when considered in relation to the basic consolidated financial
statements taken as a whole, presents fairly in all material respects the
information set forth therein.

DELOITTE & TOUCHE LLP


March 18, 1998
New York, New York


                                      F-1
<PAGE>


ACTV, INC. AND SUBSIDIARIES
CONSOLIDATED BALANCE SHEETS

ASSETS

                                                   December 31,     December 31,
                                                       1996            1997
                                                   ------------    ------------
Current Assets:
   Cash and cash equivalents ...................   $  6,520,756    $    554,077
   Accounts receivable-net .....................        410,193         303,044
   Education equipment inventory ...............        337,504         237,757
   Other .......................................        316,962         308,653
                                                   ------------    ------------
       Total current assets ....................      7,585,415       1,403,531
                                                   ------------    ------------
Property and equipment-net .....................        724,089       2,596,785
                                                   ------------    ------------
Other Assets:
   Patents and patents pending .................        253,779         279,356
   Software development costs ..................             --         669,852
   Goodwill ....................................      3,067,560       2,641,188
   Other .......................................         61,781         311,206
                                                   ------------    ------------
       Total other assets ......................      3,383,120       3,901,602
                                                   ------------    ------------
            Total ..............................   $ 11,692,624    $  7,901,918
                                                   ============    ============

         LIABILITIES AND
         SHAREHOLDERS' EQUITY

Current Liabilities:
   Accounts payable and accrued expenses .......   $  1,594,655    $  1,882,159
   Deferred stock appreciation rights ..........        701,517              --
   Preferred dividends payable .................        195,384         603,469
                                                   ------------    ------------
       Total current liabilities ...............      2,491,556       2,485,628
Shareholders' equity:
   Preferred stock, $.10 par value, 1,000,000
       shares authorized, issued and
       outstanding none at December 31, 1996,
       86,200 at December 31, 1997 .............             --           8,620
   Convertible preferred stock, no par value,
       436,000 shares authorized: issued and
       outstanding 400,000  at December 31,
       1996, 316,944 at December 31, 1997 ......      9,115,664       7,029,708
   Common stock, $.10 par value, 35,000,000
       shares authorized: issued and
       outstanding 11,787,106 at December 31,
       1996, 14,614,611 at December 31, 1997 ...      1,178,711       1,461,461
   Additional paid-in capital ..................     38,272,205      44,140,596
   Notes receivable from stock sales ...........       (200,000)       (199,900)
   Accumulated deficit .........................    (39,165,512)    (47,024,195)
                                                   ------------    ------------
       Total shareholders' equity ..............      9,201,068       5,416,290
                                                   ------------    ------------
            Total ..............................   $ 11,692,624    $  7,901,918
                                                   ============    ============


                 See Notes to Consolidated Financial Statements


                                      F-2
<PAGE>


ACTV, INC. AND SUBSIDIARIES
CONSOLIDATED STATEMENTS OF OPERATIONS



Year Ended December 31,                  1995            1996            1997
                                      -----------    -----------    -----------
Revenues:

   Revenues .......................    $1,311,130     $1,459,540     $1,650,955
   License fees from related party            730         16,789             --
                                      -----------    -----------    -----------
      Total revenues ..............     1,311,860      1,476,329     $1,650,955

   Cost of Sales ..................       334,136        647,488        471,956
                                      -----------    -----------    -----------
      Gross profit ................       977,724        828,841      1,178,999

Expenses:

   Operating expenses .............     1,260,134      1,955,601      1,360,838
   Selling and administrative .....     4,998,020      6,332,759      6,880,311
   Depreciation and amortization ..       686,906        419,979        327,681
   Amortization of goodwill .......       426,372        426,372        426,372
   Loss on investment .............            --        274,325             --
   Stock appreciation rights ......       567,316        183,634       (346,892)
                                      -----------    -----------    -----------
      Total expenses ..............     7,938,748      9,592,670      8,648,310

Interest (income) .................      (138,510)      (158,732)      (116,870)
Interest expense--related parties .       98,392             --             --
                                      -----------    -----------    -----------
   Interest expense (income) - net        (40,118)      (158,732)      (116,870)

Loss before minority interest
   in equity of investee and
   extraordinary gain .............     6,920,906      8,605,097      7,352,441
                                      -----------    -----------    -----------

Net loss before extraordinary
gain ..............................     6,920,906      8,605,097      7,352,441
Gain on extinguishment of debt and
equipment lease obligations .......        94,117             --             --
                                      -----------    -----------    -----------
Net loss ..........................     6,826,789      8,605,097      7,352,441
Preferred stock dividend ..........            --        195,384        506,242
Loss applicable to common stock        
shareholders ......................    $6,826,789     $8,800,481     $7,858,683
                                      ===========    ===========    ===========
Loss per common share before
extraordinary gain ................          $.68           $.75           $.61

Loss per common share after
extraordinary gain ................          $.67           $.75           $.61

Weighted average number of common
shares outstanding ................    10,162,128     11,739,768     12,883,848


                 See Notes to Consolidated Financial Statements


                                      F-3
<PAGE>


ACTV, INC. AND SUBSIDIARIES
CONSOLIDATED STATEMENTS OF SHAREHOLDERS' EQUITY

<TABLE>
<CAPTION>
                                           Common Stock               Preferred Stock         Additional
                                   --------------------------    -------------------------   ------------                  
                                                                                               Paid-In
                                      Shares         Amount        Shares        Amount         Capital        Deficit
                                   -----------    -----------    ----------    -----------   ------------    ------------
<S>                                <C>            <C>              <C>         <C>           <C>             <C>          
Balances January 1, 1995             9,019,550    $   901,955            --             --   $ 26,608,830    $(23,538,242)
Issuance of shares in connection     
with financings                      1,990,293        199,029            --             --      8,730,627              --
Issuance of shares in connection
with exercise of stock options         308,247         30,825            --             --      1,129,924              --
Issuance of shares for services         78,329          7,833            --             --        217,361              --
Net loss                                    --             --            --             --             --      (6,826,789)
                                   -----------    -----------    ----------    -----------   ------------    ------------
Balances December 31, 1995          11,396,419    $ 1,139,642            --             --   $ 36,686,742    $(30,365,031)
                                   ===========    ===========    ==========    ===========   ============    ============
Issuance of shares in connection          
with financings                        450,000         45,000       400,000      9,115,664      1,832,985
Issuance of shares for services         45,687          4,569                                     109,478
Reversal of option exercise           (105,000)       (10,500)                                   (357,000)
Net loss                                    --             --            --             --             --      (8,800,481)
                                   -----------    -----------    ----------    -----------   ------------    ------------
Balances December 31, 1996          11,787,106    $ 1,178,711       400,000    $ 9,115,664   $ 38,272,205    $(39,165,512)
                                   ===========    ===========    ==========    ===========   ============    ============
Issuance of shares in connection       
with financings                        733,333         73,333        86,200          8,620      3,447,778 
Issuance of shares for services        286,511         28,651                                     414,473
Issuance of shares in connection     
with exchange of preferred stock     1,795,661        179,566       (83,056)    (2,085,956)     1,994,980  
Issuance of shares in connection        
with exercise of stock options          12,000          1,200                                      11,160
Net loss                                    --             --            --             --             --      (7,858,683)
                                   -----------    -----------    ----------    -----------   ------------    ------------
                                    14,614,611      1,461,461       403,144      7,038,328     44,140,596    $(47,024,195)
                                   ===========    ===========    ==========    ===========   ============    ============
</TABLE>


                 See Notes to Consolidated Financial Statements.


                                      F-4
<PAGE>


ACTV, INC. AND SUBSIDIARIES
CONSOLIDATED STATEMENTS OF CASH FLOWS



Year Ended December 31,                       1995         1996         1997
                                            ---------    ---------    ---------

Cash flows from operating activities:
     Net loss applicable to
     common shareholders ................ $(6,826,789) $(8,800,481) $(7,858,683)
                                          -----------  -----------  ----------- 
Adjustments to reconcile net loss to net
     cash used in operations:
     Depreciation and amortization .......  1,220,873      846,354      754,053
     Stock appreciation rights ...........   (183,309)     134,634     (701,517)
     Gain on extinguishment of
     debt obligation .....................    (94,717)          --           --
     Stock issued in lieu of cash
     compensation ........................    563,430      114,047      443,125
     Common stock issued for preferred
     dividends ...........................         --           --       98,156
     Loss on investment ..................         --      274,325           --
     Bad debt reserve ....................         --       82,746       43,188
Changes in assets and liabilities:
     Accounts receivable .................   (150,938)    (143,648)      63,960
     Education equipment inventory .......     34,065     (225,286)      99,747
     Other assets ........................     80,552     (542,824)    (241,117)
     Accounts payable and 
     accrued expenses ....................    165,023      504,263      287,504
     Preferred stock dividends payable ...     93,333      195,384      408,085
                                          -----------  -----------  ----------- 
         Net cash used in operating
         activities ...................... (5,098,477)  (7,560,486)  (6,603,499)
                                          -----------  -----------  ----------- 
Cash flows from investing activities:
     Investment in patents pending .......         --           --      (50,000)
     Investment in property 
     and equipment .......................   (575,323)    (444,189)  (2,159,576)
     Investment in systems ...............         --           --     (686,227)
                                          -----------  -----------  ----------- 
Net cash used in investing activities ....   (575,323)    (444,189)  (2,895,803)
Cash flows from financing activities:
     Proceeds from exercise of warrants
     and options .........................    122,810           --       12,360
     Proceeds from preferred
     stock issuances .....................         --    9,115,664    2,045,163
     Proceeds from equity financing ......  8,951,859    1,877,985    1,475,000
     Discounted note prepayment ..........   (101,458)          --           --
     Note repayment ...................... (2,247,469)          --          100
                                          -----------  -----------  ----------- 
Net cash provided by financing activities   6,725,742   10,993,649    3,532,623
                                          -----------  -----------  ----------- 
Net (decrease) increase in cash and cash
equivalents ..............................  1,051,942    2,988,974   (5,966,679)
     Cash and cash equivalents,
     beginning of period .................  2,479,840    3,531,782    6,520,756
                                          -----------  -----------  ----------- 
     Cash and cash equivalents,
     end of period .......................  3,531,782    6,520,756      554,077
                                          ===========  ===========  =========== 


                 See Notes to Consolidated Financial Statements.
          Supplemental disclosure of cash flow information: See Note 15


                                      F-5
<PAGE>


ACTV, INC. and SUBSIDIARIES

NOTES TO CONSOLIDATED FINANCIAL STATEMENTS
YEARS ENDED DECEMBER 31, 1995, 1996 AND 1997
- --------------------------------------------

1. ORGANIZATION AND SIGNIFICANT ACCOUNTING POLICIES

Organization ACTV, Inc. was incorporated July 8, 1983. ACTV, Inc. and its
subsidiaries (the "Company" or "ACTV"), has developed and markets proprietary
technologies for individualized television programming (the "Individualized
Programming") and for Internet learning systems. Individualized Programming
permits a viewer to experience instantly responsive television. Since its
inception, the Company has been engaged in the development of Individualized
Programming, the production of programs that use its Individualized Programming
and the marketing and sales of the various products and services incorporating
the Company's Individualized Programming. In 1997, the Company introduced to the
education market eSchool Online ("eSchool"), a suite of software products that
permit a teacher to use the Internet as an accompanying instructional tool
during a live or pre-recorded video lesson.

Principles of Consolidation - The Company's consolidated financial statements
include the balances of its wholly-owned operating subsidiaries. In
consolidation, all intercompany account balances are eliminated.

Property and Equipment - Property and equipment are recorded at cost and
depreciated on the straight-line method over their estimated useful lives
(generally five years). Depreciation expense for the years ended December 31,
1995, 1996 and 1997 aggregated $70,790, $189,957 and $286,883, respectively.

Education Equipment - Education equipment consists of standard personal
computers adapted to provide individualized programming functionality,
videocassette recorders, television monitors and computer printers that the
Company holds in inventory. This inventory is carried on the Company's books at
the lower of cost or market.

Patents and Patents Pending - The cost of patents, which for patents issued
represents the consideration paid for the assignment of patent rights to the
Company by an employee and for patents pending represents legal costs related
directly to such patents pending, is being amortized on a straight-line basis
over the estimated economic lives of the respective patents (averaging 10
years), which is less than the statutory life of each patent. The balances at
December 31, 1996, and 1997, are net of accumulated amortization of $116,371 and
$141,072, respectively.

Software Development Costs - The Company capitalizes costs incurred for product
software where economic and technological feasibility has been established.
Capitalized software costs are amortized on a straight-line basis over the
estimated useful lives of the respective products (5 years). The balance at
December 31, 1997, is net of accumulated amortization of $16,376.

Cash Equivalents - The Company considers all highly liquid debt instruments
purchased with an original maturity of three months or less to be cash
equivalents.

Revenue Recognition - Sales are primarily recorded as products are shipped and
services are rendered, using the completed contract method of accounting.

Research and Development - Research and development costs, which represent
primarily refinements to the Individualized Programming, were $616,455 for the
year ended December 31, 1995, $1,221,362 for the year ended December 31, 1996,
and $551,328 for the year ended December 31, 1997.

Earnings/(Loss) Per Share - The Company has adopted Statement of Financial
Accounting Standards ("SFAS") No. 128, Earnings Per Share, for the period ended
December 31, 1997, which establishes standards for computing and presenting
earnings per share ("EPS") and simplifies the standards for computing EPS
currently found in Accounting Principles Board ("APB") Opinion No. 15 ("Earnings
Per Share"). Common stock equivalents under APB No. 15 are no longer included in
the calculation of primary, or basic, EPS. Loss per common share equals net loss
divided by the weighted average number of shares of Company's common stock
("Common Stock") outstanding during the period. The Company did not consider the
effect of stock options or convertible preferred stock upon the calculation of
the loss per common share, as it would be anti-dilutive.


                                      F-6
<PAGE>

Reclassifications - Certain reclassifications have been made in the December 31,
1995, and 1996, financial statements to conform to the December 31, 1997,
presentation.

Intangibles - The excess of the purchase cost over the fair value of net assets
acquired in an acquisition (goodwill) is being amortized on a straight-line
basis over a period of 10 years. On a quarterly basis, the Company evaluates the
realizability of goodwill based upon the expected undiscounted cash flows of the
acquired business. Impairments, if any, will be recognized through a charge to
operation in the period in which the impairment is deemed to exist. Based on
such analysis, the Company does not believe that goodwill has been impaired.

Other Current Assets - The Company's consolidated balance sheets at December 31,
1996 and December 31, 1997 reflect balances of $343,962 and $224,712,
respectively, related to cash advances made to executive officers.

New Accounting Pronouncements

Statement of Financial Accounting Standards No. 130.

SFAS No. 130, Reporting Comprehensive Income establishes standards for reporting
and display of comprehensive income and its components (revenues, expenses,
gains, and losses) in a full set of general-purpose financial statements. This
statement requires that all items that are required to be recognized under
accounting standards as components of comprehensive income be reported in a
financial statement that is displayed with the same prominence as other
financial statements. This statements is effective for fiscal years beginning
after December 15, 1998. The Company has determined that the adoption of this
statement will have no effect on the financial statements.

Statement of Financial Accounting Standards No. 131.

The Company is required to adopt SFAS No. 131, Disclosures about Segments of an
Enterprise and Related Information during the year ending December 31, 1998. The
Statement establishes standards for the way that public business enterprises
report information about operating segments in annual financial statements and
requires that those enterprises report selected information about operating
segments in interim financial reports issued to shareholders. It also
establishes standards for related disclosures about products and services,
geographic areas, and major customers. This Statement supersedes FASB Statement
No. 14, Financial Reporting for Segments of a Business Enterprise, but retains
the requirement to report information about major customers. It amends FASB
Statement No. 94, Consolidation of All Majority-Owned Subsidiaries, to remove
the special disclosure requirements for previously unconsolidated subsidiaries.
The Company has not yet determined what effect the adoption of this statement
will have on the financial statements.

2.     NATURE OF OPERATIONS

The principal markets for the Company's products are in-home entertainment and
education within the United States. The Company plans to sell individualized
entertainment programming (initially professional and college sports
programming) to the end user through cable television systems on a subscription
basis. The Company sells eSchool and individualized distance learning
programming and related hardware to schools, colleges, and private education
networks. No single client accounted for more than 10% of the Company's revenues
during the year ended December 31, 1997, except for Georgia Public Television,
which accounted for approximately 17% and 24% of total revenues in 1996 and
1997, respectively and the Texas Workforce Commission, which accounted for 24%
of total revenues in 1997. During 1996, the Company generated no revenues from
the Texas Workforce Commission.

3.     ESTIMATES USED IN THE PREPARATION OF FINANCIAL STATEMENTS

The preparation of the Company's financial statements in conformity with
generally accepted accounting principles required management to make estimates
and assumptions that affect the reported amounts of assets and liabilities and
disclosure of contingent assets and liabilities at the date of the financial
statements and the reported amounts of revenues and expenses during the 
reporting period. Actual results could differ from these estimates.

4.     PROPERTY AND EQUIPMENT - NET

Property and equipment - net at December 31, 1996, and 1997, consisted of the
following (at cost):

                                                1996              1997  
                                              --------        ----------
Machinery and equipment                       $636,845        $2,931,682
Office furniture and fixtures                  357,373           501,435
                                              --------        ----------

Total                                          994,218         3,433,117

Less accumulated depreciation                  270,129           836,332
                                              --------        ----------
Total                                         $724,089        $2,596,785
                                              ========        ==========

                                      F-7
<PAGE>


5.     EXTRAORDINARY ITEM

During 1995, the Company realized an extraordinary gain of $94,117 related to
the repayment of an obligation to a former affiliate of the Company at an amount
below the value of which such obligation was carried on the books of the
Company.

6.     FINANCING ACTIVITIES

In January 1998, the Company's subsidiaries, ACTV Entertainment, Inc., (the
"Issuer") and The Texas Individualized Television Network, Inc., a wholly-owned
subsidiary of the Issuer ("Texas Network"), entered into a Note Purchase
Agreement, dated as of January 13, 1998 (the "Agreement") with certain private
investors (the "Purchasers"). Pursuant to the Agreement, the Purchasers
purchased $5.0 million aggregate principal amount notes from the Issuer and
Texas Network. The notes bear interest at a rate of 13.0% per annum, payable
semi-annually, with principal repayment in one installment on June 30, 2003.
During the term of the note, the Issuer may, at its option, pay any four
semi-annual interest payments in kind rather than in cash, with an increase in
the rate applicable to such payments in kind to 13.75% per annum. The Note is
secured by the assets of the Texas Network, and is guaranteed by ACTV, Inc.

In connection with the purchase of such note, the Purchasers received on January
14, 1998 a common stock purchase warrant (the "Warrant") of Texas Network that
grants the Purchasers the right to purchase up to 17.5% of the fully-diluted
shares of common stock of Texas Network. The Warrant expires on June 30, 2003.
The Warrant also grants the Purchasers the right, through July 14, 1999, to
exchange the Warrant for such number of shares of the Company's Common Stock, at
the time of and giving effect to such exchange, equal to 5.5% of the fully
diluted number of shares of Common Stock outstanding, after giving effect to the
exercise or conversion of all then outstanding options, warrants and other
rights to purchase or acquire shares of Common Stock. After five years from the
date of issuance, the Purchasers have the right to put the warrants to the Texas
Network for a value based on a multiple of its operating income.

Prior to June 30, 1998, should the Company form and capitalize an entity with
the intent to commence operations for a second Regional Network in one of the
ten FOX Sports Net owned and operated regions, the Purchasers have a one time
option to purchase notes from such entity on the same terms and conditions as
the Texas Network financing.

During the first three months of 1998, the Company has raised a total of $1.4
million from a series of private placements of its Common Stock.

During 1997, the Company raised approximately $3.5 million from the proceeds of
a series of private placements of Common Stock (approximately $1.5 million in
net proceeds) and Series A Convertible Preferred Stock (approximately $2.0
million in net proceeds).

During 1996, the Company raised approximately $11.0 million net from the
proceeds of a private placement of common stock ($1.9 million in net proceeds)
and of 5% convertible preferred stock (the "Convertible Preferred Stock") issued
by its wholly-owned subsidiary ($9.1 million in net proceeds). The Convertible
Preferred Stock is convertible into Common Stock of ACTV, Inc., beginning
January 1, 1997, at varying discounts to the market price of Common Stock. After
September 1, 1997, holders of the Convertible Preferred Stock have been able to
use the lesser of (i) the then current market price of the Company's Common
Stock, or (ii) an average market price during the month of August 1997 as the
price to which the discount is applied for conversions. In addition, the Company
has the right to redeem the Convertible Preferred Stock at a price equal to $25
times the number of shares being purchased, plus accrued and unpaid dividends
(the "Redemption Price"). This right may be exercised by the Company only if the
closing price of the Company's Common Stock is above $9.00 for thirty
consecutive trading days prior to redemption. The Company believes that it is
highly likely that the holders of the Convertible Preferred Stock will elect to
convert their stock into Common Stock of the Company and, accordingly, has
included the Convertible Preferred Stock in its consolidated statement of
shareholders' equity.


                                      F-8
<PAGE>


Management of the Company believes that its current funds (taking into account
the approximately $6.4 million raised during the first three months of 1998)
will enable the Company to finance its entertainment and corporate operations at
their present level for at least the next twelve months. Such belief is based on
assumptions that could prove to be incorrect, in which case the Company may
require additional capital to finance such operations during this period. In
addition, if the Company is not successful at raising additional funds, it may
be required to significantly reduce its education operations. While the Company
believes that it has adequate funds to launch and operate its planned Southwest
Regional Network, it will need additional funding for Regional Network
expansion. While the Company has engaged an investment bank for assistance in
securing such financing, the Company has no commitments from lenders or
investors at this time and there is no assurance that it will be able to raise
the necessary capital to effect additional Regional Network launches or to
maintain its education operations at current levels. Such belief is based on
assumptions that could prove to be incorrect, in which case the Company may
require additional financing during this period.

7.     SHAREHOLDERS' EQUITY

At December 31, 1997, the Company had reserved shares of Common Stock for
issuance as follows:


1989 Qualified Stock Option Plan                                    49,567
1989 Non-Qualified Stock Option Plan                                47,250
1996 Qualified Stock Option Plan                                   380,000
Options granted outside of formal plans                          3,062,401
                                                                 ---------

  Total                                                          3,539,218
                                                                 =========

Convertible Preferred Stock  At December 31, 1997, the Company was authorized to
issue 1,000,000 shares of blank check Preferred Stock, par value $0.10 per
share, of which 120,00 shares have been designated Series A Convertible
Preferred Stock. At December 31, 1997, 86.200 shares of Series A Convertible
Preferred Stock were issued and outstanding.

Exchangeable Preferred Stock  At December 31, 1997, the Company's wholly-owned
subsidiary, ACTV Holdings, Inc. was authorized to issue 436,000 shares of
Convertible Preferred Stock, no par value, of which 316,944 shares were issued
and outstanding.

8.     STOCK OPTIONS

During 1989, the Board of Directors approved an Employee Incentive Stock Option
Plan (the "Employee Plan"). The Employee Plan provides for the granting of up to
100,000 options to purchase Common Stock to key employees. The Employee Plan
stipulates that the option price be not less than fair market value on the date
of grant. Options granted will have an expiration date not to exceed ten years
from the date of grant. At December 31, 1997, 97,500 options had been granted
under this plan, of which 19,000 had been exercised and 28,933 had expired or
been canceled.

In addition, in August 1989, the Board of Directors approved a Non-Qualified
Stock Option Plan (the "Non-Qualified Plan"), to be administered by the Board or
a committee appointed by the Board. The Non-Qualified Plan provides for the
granting of up to 100,000 options to purchase shares of Common Stock to
employees, officers, directors, consultants and independent contractors. The
Non-Qualified Plan stipulates that the option price be not less than fair market
value at the date of grant, or such other price as the Board may determine.
Options granted under this Plan shall expire on a date determined by the
committee but in no event later than three months after the termination of
employment or retainer. At December 31, 1997, 97,000 options had been granted
under this plan, of which 22,250 had been exercised and 27,500 had expired or
been canceled.

During 1996, the Board of Directors approved the Company's 1996 Stock Option
Plan (the "1996 Option Plan"). The 1996 Option Plan provides for option grants
to employees and others who provide significant services to the Company. Under
the 1996 Option Plan, the Company is authorized to issue options for a total of
500,000 shares of Common Stock. 


                                      F-9
<PAGE>


As of December 31, 1997, the Company had issued 430,000 options under the plan,
of which none had been exercised and 50,000 had been canceled.

At December 31, 1997, the Company also had outstanding options that were issued
to Directors, certain employees and consultants for the purchase of 3,062,401
shares of Common Stock that were not issued pursuant to a formal plan. The
prices of these options range from $1.50 to $5.50 per share; they have
expiration dates in the years 1998 through 2003. The options granted are not
part of the Employee Incentive Stock Option Plan or the Non-Qualified Stock
Option Plan discussed above.

A summary of the status of the Company's stock options as of December 31, 1997,
1996 and 1995 is as follows:

                                        1997              1996              1995
                                       Wgtd.             Wgtd.             Wgtd.
                                        Avg.              Avg.              Avg.
                                 1997   Exer       1996   Exer       1995   Exer
                               Shares  Price     Shares  Price     Shares  Price
                            ----------------------------------------------------
Outstanding at beginning
of period                   3,328,718         2,747,082         1,605,104
Options granted               339,683  $1.91    887,500  $3.73  1,706,087  $3.41
Options exercised              17,000  $0.73         --     --    141,833  $2.33
Options terminated            112,183  $4.06    305,864  $3.76    422,276  $5.27
Outstanding at end
of period                   3,539,218  $1.81  3,328,718  $2.99  2,747,082  $3.27
Options exercisable at 
end of period               2,363,134  $1.87  1,719,134  $3.19  1,091,083  $3.04




The following table summarizes information about stock options outstanding at
December 31, 1997:

<TABLE>
<CAPTION>
                                   Weighted
                                      Aver-                                             Weighted
                        Number          age      Weighted                                  Aver-
                   Outstanding    Remaining         Aver-                    Number          age 
         Range of           at  Contractual  age Exercise            Exercisable at     Exercise  
  Exercise Prices     12/31/97         Life         Price                  12/31/97        Price
- -------------------------------------------------------------------------------------------------
<S>                  <C>          <C>               <C>                   <C>              <C>  
        0 to 1.50    2,822,718    5.0 Years         $1.50                 1,757,053        $1.50
     1.51 to 3.50      474,000    1.7 Years         $2.52                   446,915        $2.52
     3.51 to 5.50      242,500    1.7 Years         $4.05                   159,166        $4.18
</TABLE>


The weighted average fair value of options granted during 1996 and 1997 was
$1.21 and $.64 per share, respectively, excluding the value of options granted
and terminated within the year. In the case of each issuance, options were
issued at an exercise price that was higher than the fair market value of the
Company's Common Stock on the date of grant. The Company applies Accounting
Principles Board Opinion No. 25 and related Interpretations in accounting for
its stock option and purchase plans. Accordingly, no compensation cost has been
recognized for option issuances. Had compensation cost for the Company's option
issuances been determined based on the fair value at the grant dates consistent
with the method of FASB Statement 123, the Company's net loss and loss per share
for the years ended December 31, 1995, 1996 and 1997 would have been increased
to the pro forma amounts indicated below:


                                      F-10
<PAGE>


Net loss to common shareholders        1995           1996           1997
                                       ----           ----           ----
         As reported                $6,826,789     $8,800,481    $7,858,683
         Pro forma                  $9,506,556     $9,685,735    $8,074,807
                                                   
Net loss per common share              1995           1996           1997
                                       ----           ----           ----
         As reported                  $0.67          $0.75          $0.61
         Pro forma                    $0.94          $0.83          $0.63
                                                                     


The Company estimated the fair value of options issued during 1995, 1996 and
1997 on the date of each grant using the Black-Scholes option-pricing model with
the following weighted-average assumptions used: no dividend yield, expected
volatility for 1995 and 1996 of 61.5%, expected volatility for 1997 of 57.3%,
and a risk free interest rate of 6% for all years.

Certain employees, including the executive officers Samuels, Reese, Crowley and
Cline, have been granted options to purchase Class B Common Stock, at fair value
as of the date of grant, of certain of the Company's subsidiaries; such common
stock, if issued, will have majority voting rights in such subsidiaries.

9.     STOCK APPRECIATION RIGHTS PLANS

The Company's 1992 Stock Appreciation Rights Plan (the "1992 SAR Plan") was
approved by the Company's stockholders in December 1992. Subject to adjustment
as set forth in the 1992 SAR Plan, the aggregate number of Stock Appreciation
Rights ("SARs") that may be granted shall not exceed 900,000.

The Company's 1996 Stock Appreciation Rights Plan (the "1996 SAR Plan") was
adopted by the Board of Directors in April 1996 and approved by the shareholders
in July 1996. Subject to adjustment as set forth in the 1996 SAR Plan, the
aggregate number of SARs that may be granted pursuant to the 1996 SAR Plan shall
not exceed 500,000; provided, however, that at no time shall there be more than
an aggregate of 900,000 outstanding, unexercised SARs granted pursuant to both
the 1996 SAR Plan and the 1992 SAR Plan. The 1996 SAR Plan imposes no limit on
the number of recipients to whom awards may be made.

Both the 1992 and 1996 SAR Plans are administered by the Stock Appreciation
Rights Committee (the "SAR Committee").

SARs may not be exercised until the six months from the date of grant. SARs
issued pursuant to the 1992 SAR Plan vest in five equal annual installments
beginning twelve months from the date of grant. SARs issued pursuant to the 1996
SAR Plan vest either in a lump sum or in such installments, which need not be
equal, as the Committee shall determine. If a holder of a SAR ceases to be an
employee, director or consultant of the Company or one of its subsidiaries or an
affiliate, other than by reason of the holder's death or disability, any SARs
that have not vested shall become void. Exercise of SARs also will be subject to
such further restrictions (including limits on the time of exercise) as may be
required to satisfy the requirements of Rule 16b-3 promulgated by the Securities
and Exchange Commission and any other applicable law or regulation (including,
without limitation, federal and state securities laws and regulations). SARs are
not transferable except by will or under the laws of descent and distribution or
pursuant to a domestic relations order as defined in the Internal Revenue Code
of 1986, as amended.

Upon exercise of a SAR, the holder will receive for each share for which a SAR
is exercised, as determined by the SAR Committee in its discretion, (a) shares
of the Company's Common Stock, (b) cash, or (c) cash and shares of the Company's
Common Stock, equal to the difference between (i) the fair market value per
share of the Common Stock on the date of exercise of the SAR and (ii) the value
of a SAR, which amount shall be no less than the fair market value per share of
Common Stock on the date of grant of the SAR.

Under the Company's 1992 SAR Plan, as of December 31, 1997, the Company has
granted 516,000 outstanding SARs (with an exercise price of $1.50 per share) to
ten employees. The SARs expire between 2001 and 2006. Under the Company's 1996
SAR Plan, as of December 31, 1997, the Company has granted 380,000 outstanding
SARs (with an 


                                      F-11
<PAGE>


exercise price of $1.50 per share) to six employees. The SARs expire between
2002 and 2006. During 1997, a total of 203,000 SARs were exercised under both
plans.

10.    INCOME TAXES

The Company accounts for income taxes in accordance with the provisions of
Statement of Financial Accounting Standards (SFAS) No. 109, "Accounting for
Income Taxes".

Deferred income taxes reflect the net tax effects at an effective tax rate of
35.33% of (a) temporary differences between the carrying amounts of assets and
liabilities for financial reporting purposes and the amounts used for income tax
purposes, and (b) operating loss and tax credit carryforwards. The tax effects
of significant items comprising the Company's net deferred tax asset as of
December 31, 1996, and December 31, 1997, are as follows:

                                                     1996              1997
                                                 ------------      ------------
        Deferred tax assets:
               Operating loss carryforwards      $ 13,365,772      $ 16,131,213
               Differences between book and
                  tax basis of property                34,019            56,148
                                                 ------------      ------------
                                                   13,399,791        16,187,361
        Deferred tax liabilities:
               Differences between book and
                  tax basis of property              (106,819)         (181,104)
                                                 ------------      ------------
                                                   13,292,972        16,000,257

        Valuation Allowance                       (13,292,972)      (16,000,257)
                                                 ------------      ------------
        Net deferred tax asset                   $          0      $          0
                                                 ============      ============

The increase in the valuation allowance for the year ended December 31, 1997,
was approximately $2.7 million. There was no provision or benefit for federal
income taxes as a result of the net operating loss in the current year.

At December 31, 1997, the Company has Federal net operating loss carryovers of
approximately $45.7 million. These carryovers may be subject to certain
limitations and will expire between the years 1998 and 2012.

11.    COMMITMENTS

At December 31, 1997, future aggregate minimum lease commitments under
non-cancelable operating leases, which expire in 1999 and 2001, were
approximately $900,000. The leases contain customary escalation clauses, based
principally on real estate taxes. Rent expense related to these leases for the
years ended December 31, 1995, 1996 and 1997 aggregated $176,264, $129,600, and
$330,430 respectively. The Company has employment agreements with certain key
employees. These agreements extend for a period of a maximum of five years and
contain non-competition provisions which extend two years after termination of
employment with the Company. At December 31, 1997, the Company is committed to
expend a total of approximately $2.7 million under these agreements.

12.    CONCENTRATION OF CREDIT RISK

Financial instruments which potentially subject the Company to concentrations of
credit risk consist principally of temporary cash investments and receivables.
The Company attempts to mitigate cash investment risks by placing such
investments in insured depository accounts and with financial institutions that
have high credit ratings. Concentrations of risk with respect to trade
receivables exist because of the relatively few companies or other organizations
(primarily educational or government bodies) with which the Company currently
does business. The Company attempts to limit these risks by closely monitoring
the credit of those to whom it is contemplating providing its products, and
continuing such credit monitoring activities and other collection activities
throughout the payment period. In certain instances, the Company further
minimizes concentrations of credit risks by requiring partial advance payments
for the products provided.


                                      F-12
<PAGE>

13.   FAIR VALUE OF FINANCIAL INSTRUMENTS

For financial instruments, including cash and cash equivalents, accounts
receivable and payable, and accruals, the carrying amounts approximated fair
value because of their short maturity.

14.   INVESTMENT AND ADJUSTMENTS

In January 1995, the Company invested $274,325 in the common stock
(approximately 15% of ownership interest) of a company (the "Licensee"), which
had licensed the Company's Individualized Progrmming for commercialization in
special-purpose theaters.

The Company also performed executive production services for the Licensee on a
fee basis. During 1996, the Company recorded license fee and production service
revenue from the Licensee of $16,789 and $199,666, respectively. At December 31,
1996, the Company had unpaid receivables pursuant to such revenues of $82,746.

During 1997, the Licensee filed for liquidation under United States Bankruptcy
laws. In anticipation of such filing, at December 31, 1996 the Company provided
a reserve for the full amount of the receivables outstanding of $82,746 and a
valuation allowance for its full investment in the Licensee of $274,325.

15.   SUPPLEMENTAL DISCLOSURE OF CASH FLOW INFORMATION

The consolidated balance sheet at December 31, 1996, reflects non-cash activity
during the year ended December 31, 1996, that relates to a reversal of certain
of the option exercises and resulting non-recourse loan transactions described
above: a credit to shareholders' equity of $367,500.

The Company made no cash payments of interest or income taxes during the years
ended December 31, 1996 and 1997.


                                      F-13
<PAGE>


                                   SIGNATURES


Pursuant to the requirements of Section 13 or 15 (d) of the Securities and
Exchange Act of 1934, the Registrant has duly caused this Report to be signed on
its behalf by the undersigned thereunto duly authorized in the City of New York
and State of New York on the 27th day of March 1998.

                                                       ACTV, Inc.               
                                                       
                                                       By: /s/William C. Samuels
                                                           ---------------------
                                                           William C. Samuels
                                                           Chairman and Chief 
                                                           Executive Officer

Pursuant to the requirements of the Securities and Exchange Act of 1934, this
Report has been signed below by the following persons in the capacities and on
the date indicated.

Signature                  Title                                  Date
- ---------                  -----                                  ----


/s/ William C. Samuels     Chairman of the Board, Chief           March 27, 1998
- ------------------------   Executive Officer, President   
William C. Samuels         and Director                   


/s/ David Reese            Executive Vice President,              March 27, 1998
- ------------------------   President - ACTV Entertainment, Inc.,
David Reese                and Director                           


/s/ Bruce Crowley          Executive Vice President,              March 27, 1998
- ------------------------   President - ACTV Net Inc.,  
Bruce Crowley              and Director                  


/s/ Christopher C. Cline   Senior Vice President, Chief           March 27, 1998
- ------------------------   Financial Officer and Secretary
Christopher C. Cline         


/s/ William Frank          Director                               March 27, 1998
- ------------------------
William A. Frank             


/s/ Richard Hyman          Director                               March 27, 1998
- ------------------------
Richard Hyman              


/s/ Jess Ravich            Director                               March 27, 1998
- ------------------------
Jess Ravich                


/s/ Steven W. Schuster     Director                               March 27, 1998
- ------------------------
Steven W. Schuster         

<PAGE>


                                  UNITED STATES
                       SECURITIES AND EXCHANGE COMMISSION
                             WASHINGTON, D.C. 20549

                                    FORM 10-K

                 ANNUAL REPORT PURSUANT TO SECTION 13 OR 15 (D)
                     OF THE SECURITIES EXCHANGE ACT OF 1934

                   For the fiscal year ended December 31, 1997

                                   ACTV, Inc.
- --------------------------------------------------------------------------------
             (Exact name of registrant as specified in its charter)







                                    EXHIBITS

<PAGE>



                                  EXHIBIT INDEX


3.1.a    Restated Certificate of Incorporation of the Company.*
3.1.b    Amendment to Certificate of Incorporation of the Company.**
3.2      By-Laws of the Company.*
9.1      Voting Agreement dated November 11, 1994, by and between William C.
         Samuels and Michael J. Freeman.***
9.2      Voting Trust Agreement dated March 10, 1994 by and among William C.
         Samuels, The Washington Post Company and ACTV, Inc.**
10.1     First Amendment to Lease, dated December January 13, 1997 by and
         between the Registrant, as the Tenant, and Rockefeller Center
         Properties, as the Landlord.****
10.2     Form of 1989 Employee Incentive Stock Option Plan.*
10.3     Form of Amendment No. 1 to 1989 Employee Incentive Stock Option Plan.*
10.4     Form of 1989 Employee Non-qualified Stock Option Plan.*
10.5     Form of Amendment No. 1 to 1989 Employee Non-qualified Stock Option
         Plan.*
10.8     1996 Non-qualified Stock Option Plan. ****
10.9     1992 Stock Appreciation Rights Plan. ****
10.10    1996 Stock Appreciation Rights Plan. ****
10.11    Employment Agreement dated August 1, 1995, as amended January 1, 1997
         between the Company and William Samuels.
10.12    Employment Agreement dated August 1, 1995, as amended January 1, 1997
         between the Company and David Reese.
10.13    Employment Agreement dated 15th day of December, 1995, as amended
         January 1, 1997 between the Company and Bruce Crowley.
10.14    Master Programming License Agreement dated December 2, 1996, by and
         between the Company and Liberty/Fox Sports, LLC. ****
10.15    Enhancement License Agreement dated December 4, 1996, by and between
         the Company and Prime Ticket Networks, L.P., d/b/a Fox Sports
         West.******, ****
10.16    Enhancement License Agreement dated February 28, 1997, by and between
         the Company and ARC Holding, Ltd., d/b/a Fox Sports Southwest.******,
         ****
10.17    Agreement dated march 30, 1995 between General Instrument Corporation
         and the Company.***
10.18    Technical Services Agreement dated May 1995 between the David Sarnoff
         Research Center, Inc. and the Company.***
10.19    Option Agreement dated December 4, 1995 between the David Sarnoff
         Research Center and the Company. ****
10.21(a) deleted
10.21(b) deleted
10.21(c) Option Agreement dated September 29, 1995 between the Company and
         Richard H. Bennett.***
10.21(d) Assignment dated September 29, 1995 between the Company and Richard H.
         Bennett.***
10.21(e) Stock Option Agreement between the Registrant and William Samuels dated
         December 1, 1995 and amended July 29, 1997.
10.21(f) Stock Option Agreement, dated March 24, 1997, by and between the
         Registrant and William C. Samuels. ****
10.21(h) Stock Option Agreement between the Registrant and David Reese dated
         December 1, 1995 and amended July 29, 1997.
10.21(j) Stock Option Agreement between the Registrant and Bruce Crowley dated
         December 1, 1995 and amended July 29, 1997.
10.22    Option Agreement, dated March 11, 1997, by and between the Registrant
         and The Washington Post Company.****
10.23(a) Stock Option Agreement between the Registrant and William Samuels dated
         February 21, 1998.
10.23(b) Stock Option Agreement between the Registrant and Bruce Crowley dated
         February 21, 1998.
10.23(c) Stock Option Agreement between the Registrant and David Reese dated
         February 21, 1998.
10.23(d) Stock Option Agreement between the Registrant and William Samuels dated
         March 24, 1997 and amended July 29, 1997.
10.23(e) Stock Option Agreement between the Registrant and Christopher Cline
         dated March 24, 1997 and amended July 29, 1997.

<PAGE>


10.23(f) Stock Option Agreement between the Registrant and David Reese dated
         March 24, 1997 and amended July 29, 1997.
10.23(g) Stock Option Agreement between the Registrant and Bruce Crowley dated
         March 24, 1997 and amended July 29, 1997.
10.24(a) Stock Option Agreement, dated March 14, 1997, by and between ACTV Net,
         Inc. and William C. Samuels.
10.24(b) Stock Option Agreement, dated March 14, 1997, by and between ACTV Net,
         Inc. and Bruce Crowley
10.24(c) Stock Option Agreement, dated October 1, 1997, by and between ACTV Net,
         Inc. and William Samuels
10.24(d) Stock Option Agreement, dated October 1, 1997, by and between ACTV Net,
         Inc. and Bruce Crowley
10.25(a) Stock Option Agreement by and between ACTV Entertainment, Inc. and
         William Samuels dated March 14, 1997 and amended January 14, 1998.
10.25(b) Stock  Option  Agreement by and between  ACTV  Entertainment,  Inc. and
         David Reese dated March 14, 1997 and amended January 14, 1998.
10.26(a) Stock Option Agreement by and between Florida Individualized Television
         Network, Inc. and William Samuels dated June 3, 1997 and amended
         January 14, 1998.
10.26(b) Stock Option Agreement by and between Northwest Individualized
         Television Network, Inc. and William Samuels dated June 3, 1997 and
         amended January 14, 1998.
10.26(c) Stock Option Agreement by and between New York Individualized
         Television Network, Inc. and William Samuels dated June 3, 1997 and
         amended January 14, 1998.
10.26(d) Stock Option Agreement by and between San Francisco Individualized
         Television Network, Inc. and William Samuels dated June 3, 1997 and
         amended January 14, 1998.
10.26(e) Stock Option Agreement by and between Los Angeles Individualized
         Television Network, Inc. and William Samuels dated March 14, 1997 and
         amended January 14, 1998.
10.26(f) Stock Option Agreement by and between Texas Individualized Television
         Network, Inc. and William Samuels dated March 14, 1997 and amended
         January 14, 1998.
10.26(g) Stock Option Agreement by and between Florida Individualized Television
         Network, Inc. and David Reese dated June 3, 1997 and amended January
         14, 1998.
10.26(h) Stock Option Agreement by and between Northwest Individualized
         Television Network, Inc. and David Reese dated June 3, 1997 and amended
         January 14, 1998.
10.26(i) Stock Option Agreement by and between New York Individualized
         Television Network, Inc. and David Reese dated June 3, 1997 and amended
         January 14, 1998.
10.26(j) Stock Option Agreement by and between San Francisco Individualized
         Television Network, Inc. and David Reese dated June 3, 1997 and amended
         January 14, 1998.
10.26(k) Stock Option Agreement by and between Los Angeles Individualized
         Television Network, Inc. and David Reese dated March 14, 1997 and
         amended January 14, 1998.
10.26(l) Stock Option Agreement by and between Texas Individualized Television
         Network, Inc. and David Reese dated March 14, 1997 and amended January
         14, 1998.
10.27    ACTV Entertainment Shareholder Agreement dated March 14, 1997 and
         amended January 14, 1998. 
10.28    ACTV Net Shareholder Agreement dated March 14, 1997.
10.29    ACTV Net Additional Shareholder Agreement dated October 1, 1997.
10.30    ACTV Entertainment License dated March 14, 1997 between ACTV Inc., ACTV
         Holdings and ACTV Entertainment.
10.31    ACTV Net License Agreement dated March 13, 1997 between ACTV Inc., ACTV
         Holdings and ACTV Net.
10.32    The Los Angeles Individualized Television Network, Inc. Sublicense
         Agreement dated March 14, 1997 between ACTV Entertainment and The Los
         Angeles Individualized Television Network, Inc.
10.33    The San Francisco Individualized Television Network, Inc. Sublicense
         Agreement dated January 1, 1989 between ACTV Entertainment and The San
         Francisco Individualized Television Network, Inc.
10.34    The Texas Individualized Television Network, Inc. Sublicense Agreement
         dated March 14, 1997 between ACTV Entertainment and The Texas
         Individualized Television Network, Inc.
10.35    The Los Angeles Individualized Television Network, Inc. Service
         Agreement dated March 14, 1997 between ACTV Inc., ACTV Entertainment
         and The Los Angeles Individualized Television Network, Inc.
10.36    The San Francisco Individualized Television Network, Inc. Service
         Agreement dated January 1, 1998 between ACTV Inc., ACTV Entertainment
         and The San Francisco Individualized Television Network, Inc.
10.37    The Texas Individualized Television Network, Inc. Service Agreement
         dated March 14, 1997 between ACTV Inc., ACTV Entertainment and The
         Texas Individualized Television Network, Inc.
10.38    Form of Note Purchase Agreement of the Texas Individualized Television
         Network dated as of January 13, 1998 *****

<PAGE>


10.39    Common Stock Purchase Warrant issued pursuant to the Note Purchase
         Agreement as of January 14, 1998 *****
21       Subsidiaries of the Registrant
27       Financial Data Schedule


*        Incorporated by reference from Form S-1 Registration Statement (File
         No. 33-34618)
**       Incorporated by reference to the Company's Form 10-K for the year ended
         December 31, 1993.
***      Incorporated by reference from Form S-1 Registration Statement (File
         No. 33-63879) which became effective on February 12, 1996.
****     Incorporated by reference to the Company's Form 10-K for the year ended
         December 31, 1996.
*****    Incorporated by reference from the Exhibits to Schedule 13D filed by
         Value Partners, Ltd. on January 23, 1998.
******   Certain information contained in this exhibit has been omitted and
         filed separately with the Commission along with an application for
         non-disclosure of information pursuant to Rule 24b-2 of the Securities
         Act of 1933, as amended.



                                    
                                  ACTV, INC.

                             EMPLOYMENT AGREEMENT

            EMPLOYMENT AGREEMENT made as of this 1st day of August, 1995, and
amended December 24th, 1997, by and between ACTV, INC., a Delaware corporation,
having an office at 1270 Avenue of the Americas, New York, New York 10020
(hereinafter referred to as "Employer") and WILLIAM C. SAMUELS, an individual
residing at 171 West 57th Street, #11C, New York, NY 10019 (hereinafter referred
to as "Employee");

                             W I T N E S S E T H:

            WHEREAS, Employer employs, and desires to continue to employ,
Employee as Chairman of the Board of Directors, President and Chief Executive
Officer of Employer; and

            WHEREAS, Employee is willing to continue to be employed as the
Chairman of the Board of Directors, President and Chief Executive Officer of
Employer in the manner provided for herein, and to perform the duties of the
Chairman of the Board of Directors, President and Chief Executive Officer of
Employer upon the terms and conditions herein set forth;

            NOW, THEREFORE, in consideration of the promises and mutual
covenants herein set forth it is agreed as follows:

            1. Employment of Chairman of the Board of Directors, President and
Chief Executive Officer. Employer hereby employs Employee as Chairman of the
Board of Directors, President and Chief Executive Officer of Employer.

            2.    Term.

                  a. Subject to Section 10 below and further subject to Section
2(b) below, the term of this Agreement shall commence on August 1 and end on
December 31, 2000. Each 12 month period from January 1 through December 31
during the term hereof shall be referred to as an "Annual Period." During the
term hereof, Employee shall devote substantially all of his business time and
efforts to Employer and its subsidiaries and affiliates.

                  b. Subject to Section 10 below, unless the Board of Directors
of the Company (the "Board") of Employer shall determine to the contrary and
shall so notify Employee in writing on or before the end of any Annual Period,
then at the end of each Annual Period, the term of this Agreement shall be
automatically extended for one (1) additional Annual Period to be added at the
end of the then current term of this Agreement.

<PAGE>

            3. Duties. The Employee shall perform those functions generally
performed by persons of such title and position, shall attend all meetings of
the stockholders and the Board, shall perform any and all related duties and
shall have any and all powers as may be prescribed by resolution of the Board,
and shall be available to confer and consult with and advise the officers and
directors of Employer at such times that may be required by Employer. Employee
shall report directly and solely to the Board.

            4.    Compensation.

                  a.   (i) Employee shall be paid a minimum of $295,000 for each
Annual Period, commencing January 1, 1998; provided, however, that Employee's
salary shall be increased annually at the beginning of each Annual Period
commencing January 1, 1999 by an amount equal to the amount of his annual salary
for the immediately preceding Annual Period times the percentage increase in the
CPIW (New York) then in effect as compared to the previous period for which the
CPIW (New York) is available. Employee shall be paid periodically in accordance
with the policies of the Employer during the term of this Agreement, but not
less than monthly.

                        (ii) Employee is eligible for quarterly bonuses, if any,
which will be determined and paid in accordance with policies set from time to
time by the Compensation Committee of the Board.

                  b.    (i) In the event of a "Change of Control" whereby

                        (A) A person (other than a person who is an officer or a
Director of Employer on the effective date hereof), including a "group" as
defined in Section 13(d)(3) of the Securities Exchange Act of 1934, becomes, or
obtains the right to become, the beneficial owner of Employer securities having
30% or more of the combined voting power of then outstanding securities of the
Employer that may be cast for the election of directors of the Employer;

                        (B) At any time, a majority of the Board-nominated slate
of candidates for the Board is not elected;

                        (C) Employer consummates a merger in which it is not the
surviving entity;

                        (D) Substantially all Employer's assets are sold; or

                        (E) Employer's stockholders approve the dissolution or
liquidation of Employer; then

                                      -2-
<PAGE>


                        (ii) (A) All stock options, warrants and stock
appreciation rights ("Rights") granted by Employer to Employee under any plan or
otherwise prior to the effective date of the Change of Control, shall become
vested, accelerate and become immediately exercisable; at an exercise price of
10(cent) per stock appreciation right if applicable; and in addition the
employee, at his option, shall receive a special compensation payment for the
exercise cost of all vested options upon exercising those options any time
within twelve months after the effective date of the change of control, adjusted
for any stock splits and capital reorganizations having a similar effect,
subsequent to the effective date hereof. In the event Employee owns or is
entitled to receive any unregistered securities of Employer, then Employer shall
use its best efforts to effect the registration of all such securities as soon
as practicable, but no later than 120 days after the effective date of the
registration statement; provided, however, that such period may be extended or
delayed by Employer for one period of up to 60 days if, upon the advice of
counsel at the time such registration is required to be filed, or at the time
Employer is required to exercise its best efforts to cause such registration
statement to become effective, such delay is advisable and in the best interests
of Employer because of the existence of non-public material information, or to
allow Employer to complete any pending audit of its financial statements;

                             (B) Any outstanding principle and interest on loans
to Employee pursuant to Section 4.g.(ii), below, shall be recalculated and
reconstituted as if the rights were exercised under 4(b)(ii).

                             (C) If upon said Change of Control, Employee is not
retained as Chief Executive Officer or substantially similar position of
Employer or the surviving entity, as applicable, under terms and conditions
substantially similar to those herein, then in addition, Employee shall be
eligible to receive a one-time bonus, equal on an after-tax basis to two times
his then current annual base salary. To effectuate this provision, the bonus
shall be "grossed-up" to include the amount necessary to reimburse Employee for
his federal, state and local income tax liability on the bonus and on the
"gross-up" at the respective effective marginal tax rates. In no event shall
this bonus exceed 2.7 times Employee's then current base salary. Said bonus
shall be paid within thirty (30) days of the Change of Control.

                  c. Employer shall include Employee in its health insurance
program available to Employer's executive officers.

                  d. Employer shall maintain a life, accidental death and
dismemberment insurance policy on Employee for 

                                      -3-
<PAGE>
the benefit of a beneficiary named by Employee in an amount not less than
$2,000,000. Ownership of the policy shall be assigned to Employee upon
termination of Employee's employment under this Agreement.

                  e.(i) A bonus plan shall be instituted for Employee which
shall take account of the efforts of Employee in generating value to Employer's
shareholders. Under said plan, Employee shall be entitled to an annual bonus
payable for each 12 month period commencing April 1, 1995 in cash and/or
unregistered securities of Employer, at the option of the Compensation Committee
of the Board, equal to 2% of the increase for said 12 month period in the total
market capitalization of Employer calculated upon the excess of the total of the
average daily closing bid (if applicable) price of each class of Employer's
shares for the last 90 days of the 12 month period, multiplied by the number of
shares of each class outstanding as reported by Employer's Certified Public
Accountants, (the "90 Day Average") over the Base, which shall be the greater of
$50,000,000 or the highest previous 90 Day Average against which a bonus was
paid under this bonus plan, if any. Should the Compensation Committee elect
hereunder to pay Employee in unregistered securities, said securities shall be
valued at 60% of the most recent 90 Day Average. Should Employer's shares no
longer be publicly traded, the current 90 Day Average shall be determined by a 3
person panel, 1 person appointed each by Employer and Employee and 1 appointed
by the former 2. Employee shall be entitled to receive compensation under this
plan for five fiscal years following expiration or termination of this
employment contract, except that if Employee is terminated for cause as defined
in Section 10.a.(i) hereof or resigns other than for reasons of disability, then
said compensation shall continue for three fiscal years.

                    (ii) Employee shall also be entitled to participate pari
passu in any other program established by Employer pursuant to which any
executive officers receive a share of the profits of Employer.

                  f. Employee shall have the right to participate in any other
employee benefit plans established by Employer.

                  g. Unless a pre-existing plan of Employer expressly forbids
it, all Rights which may become exercisable during the term hereof shall be paid
for in cash only if Employee so elects, otherwise they may be paid for

                  (i) by the transfer by Employee to Employer of so much of
Employee's Rights which, when valued at the highest trading price of the
underlying securities of Employer during the previous six months, will offset
the price of the Rights then being exercised;


                                      -4-
<PAGE>


                  (ii) by means of a non-recourse Note with interest at the
lowest rate, if any, required to be charged by any governmental authority, to
accrue and become due and payable with the principle, in an amount no greater
than the exercise price, given by Employee to Employer and secured solely by the
shares of stock being paid for thereby, which Note shall become due and payable
at the earlier of the expiration hereof or, on a pro rata basis, the sale by
Employee of all or part of the Rights or underlying stock which constitute
security for the Note; or

                  (iii) by any combination of cash and (ii) or (iii), above.

            5. Board of Directors. Employer agrees that so long as this
Agreement is in effect, Employee will be nominated to the Board as part of
management's slate of Directors.

            6. Expenses. Employee shall be reimbursed for all of his actual
out-of-pocket expenses incurred in the performance of his duties hereunder,
provided such expenses are acceptable to Employer, which approval shall not be
unreasonably withheld, for business related travel and entertainment expenses,
and that Employee shall submit to Employer reasonably detailed receipts with
respect thereto.

            7. Vacation. Employee shall be entitled to receive four (4) weeks
paid vacation time after each year of employment upon dates agreed upon by
Employer. Upon separation of employment, for any reason, vacation time accrued
and not used shall be paid at the salary rate of Employee in effect at the time
of employment separation.

            8. Secrecy. At no time shall Employee disclose to anyone any
confidential or secret information (not already constituting information
available to the public) concerning (a) internal affairs or proprietary business
operations of Employer or (b) any trade secrets, new product developments,
patents, programs or programming, especially unique processes or methods.

            9. Covenant Not to Compete. Subject to, and limited by, Section
11(b), Employee will not, at any time, anywhere in the world, during the term of
this Agreement, and for one (1) year thereafter, either directly or indirectly,
engage in, with or for any enterprise, institution, whether or not for profit,
business, or company, competitive with the business(as identified herein) of
Employer as such business may be conducted on the date thereof, as a creditor,
guarantor, or financial backer, stockholder, director, officer, consultant,
advisor, employee, member, inventor, producer, director, or otherwise of or
through


                                      -5-
<PAGE>


any corporation, partnership, association, sole proprietorship or other entity;
provided,that an investment by Employee, his spouse or his children is permitted
if such investment is not more than four percent (4%) of the total debt or
equity capital of any such competitive enterprise or business and further
provided that said competitive enterprise or business is a publicly held entity
whose stock is listed and traded on a national stock exchange or through the
NASDAQ Stock Market. As used in this Agreement, the business of Employer shall
be deemed to include the development and implementation of individualized
television technology or programs.

            10.  Termination.

                  a.  Termination by Employer

                        (i) Employer may terminate this Agreement upon written
notice for Cause. For

purposes hereof, "Cause" shall mean (A) engaging by the Employee in conduct that
constitutes activity in competition with Employer; (B) the conviction of
Employee for the commission of a felony; and/or (C) the habitual abuse of
alcohol or controlled substances. Notwithstanding anything to the contrary in
this Section 10(a)(i), Employer may not terminate Employee's employment under
this Agreement for Cause unless Employee shall have first received notice from
the Board advising Employee of the specific acts or omissions alleged to
constitute Cause, and such acts or omissions continue after Employee shall have
had a reasonable opportunity (at least 10 days from the date Employee receives
the notice from the Board) to correct the acts or omissions so complained of. In
no event shall alleged incompetence of Employee in the performance of Employee's
duties be deemed grounds for termination for Cause.

                        (ii) Employer may terminate Employee's employment under
this Agreement if, as a result of any physical or mental disability, Employee
shall fail or be unable to perform his duties under this Agreement for any
consecutive period of 90 days during any twelve-month period. If Employee's
employment is terminated under this Section 10(a)(ii): (A) for the first six
months after termination, Employee shall be paid 100% of his full compensation
under Section 4(a) of this Agreement at the rate in effect on the date of
termination, and in each successive 12 month period thereafter Employee shall be
paid an amount equal to 67% of his compensation under Section 4(a) of this
agreement at the rate in effect on the date of termination; (B) Employer's
obligation to pay life insurance premiums on the policy referred to in Section
4(d) shall continue in effect until five years after the date of termination;
and (C) Employee shall continue to be entitled, insofar as is permitted under
applicable insurance

                                      -6-
<PAGE>

policies or plans, to such general medical and employee enefit plans (including
profit sharing or pension plans) as Employee had been entitled to on the date of
termination. Any amounts payable by Employer to Employee under this paragraph
shall be reduced by the amount of any disability payments payable by or pursuant
to plans provided by Employer and actually paid to Employee.

                        (iii) This agreement automatically shall terminate upon
the death of Employee, except that Employee's estate shall be entitled to 
receive any amount accrued under Section 4(a) and the pro-rata amount payable
under Section 4(e) for the period prior to Employee's death and any other amount
to which Employee was entitled of the time of his death.

                  b.    Termination by Employee

                        (i) Employee shall have the right to terminate his
employment under this Agreement

upon 30 days' notice to Employer given within 90 days following the occurrence
of any of the following events (A) through (F) or within three years following
the occurrence of event (G):

                              (A) Employee is not elected or retained as
Chairman of the Board of Directors, President and Chief Executive Officer of
Employer.

                              (B) Employer acts to materially reduce Employee's
duties and responsibilities hereunder. Employee's duties and responsibilities
shall not be deemed materially reduced for purposes hereof solely by virtue of
the fact that Employer is (or substantially all of its assets are) sold to, or
is combined with, another entity, provided that Employee shall continue to have
the same duties and responsibilities with respect to Employer's interactive
business, and Employee shall report directly to the chief executive officer
and/or board of directors of the entity (or individual) that acquires Employer
or its assets.

                              (C) Employer acts to change the geographic
location of the performance of Employee's duties from the New York Metropolitan
area. For purposes of this Agreement, the New York Metropolitan area shall be
deemed to be the area within 30 miles of midtown Manhattan.

                              (D) A Material Reduction (as hereinafter defined)
in Employee's rate of base compensation, or Employee's other benefits. "Material
Reduction" shall mean a ten percent (10%) differential;

                              (E) A failure by Employer to obtain the assumption
of this Agreement by any successor;



                                      -7-
<PAGE>


                              (F) A material breach of this Agreement by
Employer, which is not cured within thirty (30) days of written notice of such
breach by Employer;

                              (G) A Change of Control.

                        (ii) Anything herein to the contrary notwithstanding,
Employee may terminate this Agreement upon thirty (30) days written notice.

                  c. If Employer shall terminate Employee's employment other
than due to his death or disability or for Cause (as defined in Section 10(a)(i)
of this Agreement), or if Employee shall terminate this Agreement under Section
10(b)(i), Employer's obligations under Section 4 shall be absolute and
unconditional and not subject to any offset or counterclaim and Employee shall
continue to be entitled to receive all amounts provided for by Section 4 and all
additional employee benefits under Section 4 regardless of the amount of
compensation he may earn with respect to any other employment he may obtain.

            11.   Consequences of Breach by Employer;
                  Employment Termination

                  a. If this Agreement is terminated pursuant to Section
10(b)(i) hereof, or if Employer shall terminate Employee's employment under this
Agreement in any way that is a breach of this Agreement by Employer, the
following shall apply:

                        (i) Employee shall receive as a bonus, and in addition 
to his salary continuation pursuant to Section 10.c., above, a cash payment
equal to the Employee's total base salary as of the date of termination
hereunder for the remainder of the term plus an additional amount to pay all
federal, state and local income taxes thereon on a grossed-up basis as
heretofore provided, payable within 30 days of the date of such termination;
except that if this Agreement is terminated pursuant to Section 10(b)(i)(G),
then Employee shall not be entitled to receive a bonus under this Section
11.a.(i) but shall instead receive a lump-sum payout of Employee's total base
salary for the remainder of the term plus an additional amount to pay all
federal, state and local income taxes thereon on a grossed-up basis as
heretofore provided, payable within 30 days of the date of such termination.

                        (ii) Employee shall be entitled to payment of any
previously declared bonus and additional compensation as provided in Section
4(a), (b) and (e) above.


                                      -8-
<PAGE>


                  b. In the event of termination of Employee's employment
pursuant to Section 10(b)(i) of this Agreement, the provisions of Section 9
shall not apply to Employee.

            12.   Remedies

                  Employer recognizes that because of Employee's special
talents, stature and opportunities in the interactive television industry, and
because of the special creative nature of and compensation practices of said
industry and the material impact that individual projects can have on an
interactive television company's results of operations, in the event of
termination by Employer hereunder (except under Section 10(a)(i) or (iii), or in
the event of termination by Employee under Section 10(b)(i) before the end of
the agreed term, Company acknowledges and agrees that the provisions of this
Agreement regarding further payments of base salary, bonuses and the
exercisability of Rights constitute fair and reasonable provisions for the
consequences of such termination, do not constitute a penalty, and such payments
and benefits shall not be limited or reduced by amounts' Employee might earn or
be able to earn from any other employment or ventures during the remainder of
the agreed term of this Agreement.

            13. Excise Tax. In the event that any payment or benefit received or
to be received by Employee in connection with a termination of his employment
with Employer would constitute a "parachute payment" within the meaning of Code
Section 280G or any similar or successor provision to 280G and/or would be
subject to any excise tax imposed by Code Section 4999 or any similar or
successor provision then Employer shall assume all liability for the payment of
any such tax and Employer shall immediately reimburse Employee on a "grossed-up"
basis for any income taxes attributable to Employee by reason of such Employer
payment and reimbursements.

            14. Arbitration. Any controversies between Employer and Employee
involving the construction or application of any of the terms, provisions or
conditions of this Agreement, save and except for any breaches arising out of
Sections 8 and 9 hereof, shall on the written request of either party served on
the other be submitted to arbitration. Such arbitration shall comply with and be
governed by the rules of the American Arbitration Association. An arbitration
demand must be made within one (1) year of the date on which the party demanding
arbitration first had notice of the existence of the claim to be arbitrated, or
the right to arbitration along with such claim shall be considered to have been
waived. An arbitrator shall be selected according to the procedures of the
American Arbitration Association. The cost of arbitration shall be born by the
losing party or in such proportions as the arbitrator shall decide. The
arbitrator shall


                                      -9-
<PAGE>


have no authority to add to, subtract from or otherwise modify the provisions of
this Agreement, or to award punitive damages to either party.

            15. Attorneys' Fees and Costs. If any action at law or in equity is
necessary to enforce or interpret the terms of this Agreement, the prevailing
party shall be entitled to reasonable attorney's fees, costs and necessary
disbursements in addition to any other relief to which he may be entitled.

            16. Entire Agreement; Survival. This Agreement contains the entire
agreement between the parties with respect to the transactions contemplated
herein and supersedes, effective as of the date hereof any prior agreement or
understanding between Employer and Employee with respect to Employee's
employment by Employer. The unenforceability of any provision of this Agreement
shall not effect the enforceability of any other provision. This Agreement may
not be amended except by an agreement in writing signed by the Employee and the
Employer, or any waiver, change, discharge or modification as sought. Waiver of
or failure to exercise any rights provided by this Agreement and in any respect
shall not be deemed a waiver of any further or future rights.

                  b. The provisions of Sections 4, 8, 9, 10(a)(ii), 10(a)(iii),
10(c), 11, 12, 13, 14, 15, 18, 19 and 20 shall survive the termination of this
Agreement.

            17. Assignment. This Agreement shall not be assigned to other
parties.

            18. Governing Law. This Agreement and all the amendments hereof, and
waivers and consents with respect thereto shall be governed by the internal laws
of the state of New York, without regard to the conflicts of laws principles
thereof.

            19. Notices. All notices, responses, demands or other communications
under this Agreement shall be in writing and shall be deemed to have been given
when

                  a.    delivered by hand;

                  b. sent be telex or telefax, (with receipt confirmed),
provided that a copy is mailed by registered or certified mail, return receipt
requested; or

                  c. received by the addressee as sent be express delivery
service (receipt requested) in each case to the appropriate addresses, telex
numbers and telefax numbers as the party may designate to itself by notice to
the other parties:


                                      -10-
<PAGE>

                          (i) if to the Employer:

                              ACTV, Inc.
                              1270 Avenue of the Americas
                              New York, New York, 10020

                              Attention: William C. Samuels

                              Telefax:  (212) 459-9548
                              Telephone:  (212) 262-2570

                              Gersten, Savage, Kaplowitz & Curtin
                              575 Lexington Avenue
                              27th Floor
                              New York, New York 10022

                              Attention:  Jay M. Kaplowitz, Esq.

                              Telefax: (212) 980-5192
                              Telephone: (212) 752-9700

                          (ii) if to the Employee:

                              William C. Samuels
                              171 West 57th Street, 11C
                              New York, NY 10019

            20. Severability of Agreement. Should any part of this Agreement for
any reason be declared invalid by a court of competent jurisdiction, such
decision shall not affect the validity of any remaining portion, which remaining
provisions shall remain in full force and effect as if this Agreement had been
executed with the invalid portion thereof eliminated, and it is hereby declared
the intention of the parties that they would have executed the remaining
portions of this Agreement without including any such part, parts or portions
which may, for any reason, be hereafter declared invalid.

            IN WITNESS WHEREOF, the undersigned have executed this agreement as
of the day and year first above written.

                                          ACTV, INC.

                                          By: 
                                              CHRISTOPHER C. CLINE
                                              Chief Financial officer

                                              WILLIAM C. SAMUELS


                                      -11-



                                  ACTV, INC.

                             EMPLOYMENT AGREEMENT

            EMPLOYMENT AGREEMENT made as of this 1st day of August, 1995, and
amended December 24, 1997, by and between ACTV, INC., a Delaware corporation,
having an office at 1270 Avenue of the Americas, New York, New York 10020
(hereinafter referred to as "Employer") and DAVID REESE, an individual residing
at 30 Maclay Road, Montville, New Jersey 07045 (hereinafter referred to as
"Employee");

                             W I T N E S S E T H:

            WHEREAS, Employer employs, and desires to continue to employ,
Employee as its Executive Vice President and President of ACTV Entertainment,
Inc.; and

            WHEREAS, Employee is willing to continue to be employed as the
Executive Vice President of Employer and President of ACTV Entertainment, Inc.
in the manner provided for herein, and to perform the duties of the Executive
Vice President of Employer and President of ACTV Entertainment, Inc. upon the
terms and conditions herein set forth;

            NOW, THEREFORE, in consideration of the promises and mutual
covenants herein set forth it is agreed as follows:

            1. Employment of Executive Vice President of Employer and President
of ACTV Entertainment, Inc. Employer hereby employs Employee as its Executive
Vice President and as President of ACTV Entertainment, Inc.

            2. Term. Subject to Section 9 below, the term of this Agreement
shall commence on August 1, 1995 and end on December 31, 2000. Each 12 month
period from January 1 through December 31 during the term hereof shall be
referred to as an "Annual Period." During the term hereof, Employee shall devote
substantially all of his business time and efforts to Employer and its
subsidiaries and affiliates.

            3. Duties. The Employee shall perform any and all duties and shall
have any and all powers as may be prescribed by the President and Chief
Executive Officer and shall be available to confer and consult with and advise
the officers and directors of Employer at such times that may be required by
Employer. Employee shall report directly and solely to the President and Chief
Executive Officer or his designee.

<PAGE>

            4. Compensation.

                  a. (i) Employee shall be paid a minimum of $245,000 for each
Annual Period, commencing January 1, 1998; provided, however, that Employee's
salary shall be increased annually at the beginning of each Annual Period
commencing January 1, 1999 by an amount equal to no less than the amount of his
annual salary for the immediately preceding Annual Period times the percentage
increase in the CPIW (New York) then in effect as compared to the previous
period for which the CPIW (New York) is available. Employee shall be paid
periodically in accordance with the policies of the Employer during the term of
this Agreement, but not less than monthly.

                        (ii) Employee is eligible for quarterly bonuses, if any,
which will be determined and paid in accordance with policies set from time to 
time by the Board.

                  b.    (i)  In the event of a "Change of Control" whereby

                        (A) A person (other than a person who is an officer or a
Director of Employer on the effective date hereof), including a "group" as
defined in Section 13(d)(3) of the Securities Exchange Act of 1934, becomes, or
obtains the right to become, the beneficial owner of Employer securities having
30% or more of the combined voting power of then outstanding securities of the
Employer that may be cast for the election of directors of the Employer;

                        (B) At any time, a majority of the Board-nominated slate
of candidates for the Board is not elected;

                        (C) Employer consummates a merger in which it is not the
surviving entity;

                        (D) Substantially all Employer's assets are sold; or

                        (E) Employer's stockholders approve the dissolution or
liquidation of Employer; then

                        (ii) (A) All stock options, warrants and stock
appreciation rights ("Rights") granted by Employer to Employee under any plan or
otherwise prior to the effective date of the Change of Control, shall become
vested, accelerate and become immediately exercisable; at an exercise price of
10(cent) per stock appreciation right if applicable; and in addition the
employee, at his option, shall receive a special compensation payment for the
exercise cost of all vested options upon exercising those options any time
within twelve months after the effective date of the change of control, adjusted
for any stock splits and capital reorganizations having a similar effect,

                                       2
<PAGE>

subsequent to the effective date hereof. In the event Employee owns or is
entitled to receive any unregistered

securities of Employer, then Employer shall use its best efforts to effect the
registration of all such securities as soon as practicable, but no later than
120 days after the effective date of the registration statement; provided,
however, that such period may be extended or delayed by Employer for one period
of up to 60 days if, upon the advice of counsel at the time such registration is
required to be filed, or at the time Employer is required to exercise its best
efforts to cause such registration statement to become effective, such delay is
advisable and in the best interests of Employer because of the existence of
non-public material information, or to allow Employer to complete any pending
audit of its financial statements;

                        (B) Any outstanding principle and interest on loans to
Employee pursuant to Section 4.g.(ii), below, shall be recalculated and
reconstituted as if the rights were exercised under 4 (b) (ii).

                        (C) If upon said Change of Control, (i) a new Chief
Executive Officer of Employer is appointed and (ii) Employee is not retained in
his immediately prior position or a substantially similar position with Employer
or the surviving entity, as applicable, then in addition, Employee shall be
eligible to receive a one-time bonus, equal on an after-tax basis to two times
his then current annual base salary. To effectuate this provision, the bonus
shall be "grossed-up" to include the amount necessary to reimburse Employee for
his federal, state and local income tax liability on the bonus and on the
"gross-up" at the respective effective marginal tax rates. In no event shall
this bonus exceed 2.7 times Employee's then current base salary. Said bonus
shall be paid within thirty (30) days of the Change of Control.

                  c. Employer shall include Employee in its health insurance
program available to Employer's executive officers.

                  d. Employer shall maintain a life, accidental death and
dismemberment insurance policy on Employee for the benefit of a beneficiary
named by Employee in an amount not less than $2,000,000. Ownership of the policy
shall be assigned to Employee upon termination of Employee's employment under
this Agreement.

                  e. Employee shall also be entitled to participate pari passu
in any other program established by Employer pursuant to which any executive
officers receive a share of the profits of Employer.


                                       3
<PAGE>


                  f. Employee shall have the right to participate in any other
employee benefit plans established by Employer. 

                  g. Unless a pre-existing plan of Employer expressly forbids 
it, all Rights which may become exercisable during the term hereof shall be paid
for in cash only if Employee so elects, otherwise they may be paid for.

                  (i) by the transfer by Employee to Employer of so much of
Employee's Rights which, when valued at the highest trading price of the
underlying securities of Employer during the previous six months, will offset
the price of the Rights then being exercised;

                  (ii) by means of a non-recourse Note with interest at the
lowest rate, it any, required to be charged by any governmental authority, to
accrue and become due and payable with the principle, in an amount no greater
than the exercise price, given by Employee to Employer and secured solely by the
shares of stock being paid for thereby, which Note shall become due and payable
at the earlier of the expiration hereof or, on a pro rata basis, the sale by
Employee of all or part of the Rights or underlying stock which constitute
security for the Note; or

                  (iii) by any combination of cash and (ii) or (iii), above.

            5. Expenses. Employee shall be reimbursed for all of his actual
out-of-pocket expenses incurred in the performance of his duties hereunder,
provided such expenses are acceptable to Employer, which approval shall not be
unreasonably withheld, for business related travel and entertainment expenses,
and that Employee shall submit to Employer reasonably detailed receipts with
respect thereto.

            6. Vacation. Employee shall be entitled to receive four (4) weeks
paid vacation time after each year of employment upon dates agreed upon by
Employer. Upon separation of employment, for any reason, vacation time accrued
and not used shall be paid at the salary rate of Employee in effect at the time
of employment separation.

            7. Secrecy. At no time shall Employee disclose to anyone any
confidential or secret information (not already constituting information
available to the public) concerning (a) internal affairs or proprietary business
operations of Employer or (b) any trade secrets, new product developments,
patents, programs or programming, especially unique processes or methods.


                                       4
<PAGE>


            8. Covenant Not to Compete. Subject to, and limited by, Section
10(b), Employee will not, at any time, anywhere in the world, during the term of
this Agreement, and for one (1) year thereafter, either directly or indirectly,
engage in, with or for any enterprise, institution, whether or not for profit,
business, or company, competitive with the business (as identified herein) of
Employer as such business may be conducted on the date thereof, as a creditor,
guarantor, or financial backer, stockholder, director, officer, consultant,
advisor, employee, member, inventor, producer, director, or otherwise of or
through any corporation, partnership, association, sole proprietorship or other
entity; provided, that an investment by Employee, his spouse or his children is
permitted if such investment is not more than four percent (4%) of the total
debt or equity capital of any such competitive enterprise or business and
further provided that said competitive enterprise or business is a publicly held
entity whose stock is listed and traded on a national stock exchange or through
the NASDAQ Stock Market. As used in this Agreement, the business of Employer
shall be deemed to include the development and implementation of individualized
television technology or programs.

            9.  Termination.

                  a.  Termination by Employer

                        (i) Employer may terminate this Agreement upon written
notice for Cause. For purposes hereof, "Cause" shall mean (A) engaging by the
Employee in conduct that constitutes activity in competition with Employer; (B)
the conviction of Employee for the commission of a felony; and/or (C) the
habitual abuse of alcohol or controlled substances. Notwithstanding anything to
the contrary in this Section 9(a)(i), Employer may not terminate Employee's
employment under this Agreement for Cause unless Employee shall have first
received notice from the Board advising Employee of the specific acts or
omissions alleged to constitute Cause, and such acts or omissions continue after
Employee shall have had a reasonable opportunity (at least 10 days from the date
Employee receives the notice from the Board) to correct the acts or omissions so
complained of.

                        (ii) Employer may terminate Employee's employment under
this Agreement if, as a result of any physical or mental disability, Employee
shall fail or be unable to perform his duties under this Agreement for any
consecutive period of 90 days during any twelve-month period. If Employee's
employment is terminated under this Section 9(a)(ii): (A) for the first six
months after termination, Employee shall be paid 100% of his full compensation
under Section 4(a) of this Agreement at the rate in effect on the date of
termination, and in each successive 12 month period thereafter Employee shall be
paid an amount equal to 67% of his compensation under Section 4(a) of this
agreement at the rate in effect on the date of termination; (B) Employer's

                                       5
<PAGE>

obligation to pay life insurance premiums on the policy referred to in Section
4(d) shall continue in effect until five years after the date of termination;
and (C) Employee shall continue to be entitled, insofar as is permitted under
applicable insurance policies or plans, to such general medical and employee
benefit plans (including profit sharing or pension plans) as Employee had been
entitled to on the date of termination. Any amounts payable by Employer to
Employee under this paragraph shall be reduced by the amount of any disability
payments payable by or pursuant to plans provided by Employer and actually paid
to Employee.

                        (iii) This agreement automatically shall terminate upon
the death of Employee, except that Employee's estate shall be entitled to
receive any amount accrued under Section 4(a) and the pro-rata amount payable
under Section 4(e) for the period prior to Employee's death and any other amount
to which Employee was entitled of the time of his death.

                  b. Termination by Employee

                        (i) Employee shall have the right to terminate his
employment under this Agreement upon 30 days' notice to Employer given within 90
days following the occurrence of any of the following events (A) through (D) or
within three years following the occurrence of event (E):

                              (A) Employer acts to change the geographic
location of the performance of Employee's duties from the New York Metropolitan
area. For purposes of this Agreement, the New York Metropolitan area shall be
deemed to be the area within 30 miles of midtown Manhattan.

                              (B) A Material Reduction (as hereinafter defined)
in Employee's rate of base compensation, or Employee's other benefits. "Material
Reduction" shall mean a ten percent (10%) differential;

                              (C) A failure by Employer to obtain the assumption
of this Agreement by any successor;

                              (D) A material breach of this Agreement by
Employer, which is not cured within thirty (30) days of written notice of such
breach by Employer;

                              (E) A Change of Control.

                        (ii) Anything herein to the contrary notwithstanding,
Employee may terminate this Agreement upon thirty (30) days written notice.

                  c. If Employer shall terminate Employee's employment other
than due to his death or disability or for Cause (as defined in Section 9(a)(i)
of this Agreement), or if Employee shall terminate this Agreement under Section
9(b)(i), Employer's


                                       6
<PAGE>


obligations under Section 4 shall be absolute and unconditional and not subject
to any offset or counterclaim and Employee shall continue to be entitled to
receive all amounts provided for by Section 4 and all additional employee
benefits under Section 4 regardless of the amount of compensation he may earn
with respect to any other employment he may obtain.

            10.   Consequences of Breach by Employer;
                  Employment Termination

                  a. If this Agreement is terminated pursuant to Section 9(b)(i)
hereof, or if Employer shall terminate Employee's employment under this
Agreement in any way that is a breach of this Agreement by Employer, the
following shall apply:

                        (i) Employee shall receive as a bonus, and in addition
to his salary continuation pursuant to Section 9.c., above, a cash payment equal
to the Employee's total base salary as of the date of termination hereunder for
the remainder of the term plus an additional amount to pay all federal, state
and local income taxes thereon on a grossed-up basis as heretofore provided,
payable within 30 days of the date of such termination; except that if this
Agreement is terminated pursuant to Section 9.(b)(i)(E), then Employee shall not
be entitled to receive a bonus under this Section 10.a.(i) but shall instead
receive a lump-sum payout of Employee's total base salary for the remainder of
the term plus an additional amount to pay all federal, state and local income
taxes thereon on a grossed-up basis as heretofore provided, payable within 30
days of the date of such termination.

                        (ii) Employee shall be entitled to payment of any
previously declared bonus and additional compensation as provided in Section
4(a), (b) and (e) above.

                  b. In the event of termination of Employee's employment
pursuant to Section 9(b)(i) of this Agreement, the provisions of Section 8 shall
not apply to Employee.

            11.   Remedies

                  Employer recognizes that because of Employee's special
talents, stature and opportunities in the interactive television industry, and
because of the special creative nature of and compensation practices of said
industry and the material impact that individual projects can have on an
interactive television company's results of operations, in the event of
termination by Employer hereunder (except under Section 9(a)(i) or (iii), or in
the event of termination by Employee under Section 9(b)(i) before the end of the
agreed term, Company acknowledges and agrees that the provisions of this
Agreement regarding further payments of base salary, bonuses and the
exercisability of Rights constitute fair and reasonable provisions for the
consequences of such termination, do not


                                       7
<PAGE>


constitute a penalty, and such payments and benefits shall not be limited or
reduced by amounts' Employee might earn or be able to earn from any other
employment or ventures during the remainder of the agreed term of this
Agreement.

            12. Excise Tax. In the event that any payment or benefit received or
to be received by Employee in connection with a termination of his employment
with Employer would constitute a "parachute payment" within the meaning of Code
Section 280G or any similar or successor provision to 280G and/or would be
subject to any excise tax imposed by Code Section 4999 or any similar or
successor provision then Employer shall assume all liability for the payment of
any such tax and Employer shall immediately reimburse Employee on a "grossed-up"
basis for any income taxes attributable to Employee by reason of such Employer
payment and reimbursements.

            13. Arbitration. Any controversies between Employer and Employee
involving the construction or application of any of the terms, provisions or
conditions of this Agreement, save and except for any breaches arising out of
Sections 7 and 8 hereof, shall on the written request of either party served on
the other be submitted to arbitration. Such arbitration shall comply with and be
governed by the rules of the American Arbitration Association. An arbitration
demand must be made within one (1) year of the date on which the party demanding
arbitration first had notice of the existence of the claim to be arbitrated, or
the right to arbitration along with such claim shall be considered to have been
waived. An arbitrator shall be selected according to the procedures of the
American Arbitration Association. The cost of arbitration shall be born by the
losing party or in such proportions as the arbitrator shall decide. The
arbitrator shall have no authority to add to, subtract from or otherwise modify
the provisions of this Agreement, or to award punitive damages to either party.

            14. Attorneys' Fees and Costs. If any action at law or in equity is
necessary to enforce or interpret the terms of this Agreement, the prevailing
party shall be entitled to reasonable attorney's fees, costs and necessary
disbursements in addition to any other relief to which he may be entitled.

            15. Entire Agreement; Survival. This Agreement contains the entire
agreement between the parties with respect to the transactions contemplated
herein and supersedes, effective as of the date hereof any prior agreement or
understanding between Employer and Employee with respect to Employee's
employment by Employer. The unenforceability of any provision of this Agreement
shall not effect the enforceability of any other provision. This Agreement may
not be amended except by an agreement in writing signed by the Employee and the
Employer, or any waiver, change, discharge or modification as sought. Waiver of
or failure to exercise any rights provided by this Agreement and in any respect
shall not be deemed a waiver of any further or future rights.


                                       8
<PAGE>

                  b.    The provisions of Sections 4, 7, 8, 9(a)(ii), 9(a)(iii),
9(c), 10, 11, 12, 13, 14, 17, 18 and 19 shall survive the termination of this
Agreement.

            16. Assignment. This Agreement shall not be assigned to other
parties.

            17. Governing Law. This Agreement and all the amendments hereof, and
waivers and consents with respect thereto shall be governed by the internal laws
of the state of New York, without regard to the conflicts of laws principles
thereof.

            18. Notices. All notices, responses, demands or other communications
under this Agreement shall be in writing and shall be deemed to have been given
when

                  a. delivered by hand;

                  b. sent be telex or telefax, (with receipt confirmed),
provided that a copy is mailed by registered or certified mail, return receipt
requested; or

                  c. received by the addressee as sent be express delivery
service (receipt requested) in each case to the appropriate addresses, telex
numbers and telefax numbers as the party may designate to itself by notice to
the other parties:

                        (i) if to the Employer:

                              ACTV, Inc.
                              1270 Avenue of the Americas
                              New York, New York, 10020

                              Attention: William C. Samuels

                              Telefax:  (212) 459-9548
                              Telephone:  (212) 262-2570

                              Gersten, Savage, Kaplowitz & Curtin
                              575 Lexington Avenue
                              27th Floor
                              New York, New York 10022

                              Attention:  Jay M. Kaplowitz, Esq.

                              Telefax: (212) 980-5192
                              Telephone: (212) 752-9700

                        (ii) if to the Employee:

                              David Reese
                              30 Maclay Road
                              Montville, New Jersey 07045

                                       9
<PAGE>



            19. Severability of Agreement. Should any part of this Agreement for
any reason be declared invalid by a court of competent jurisdiction, such
decision shall not affect the validity of any remaining portion, which remaining
provisions shall remain in full force and effect as if this Agreement had been
executed with the invalid portion thereof eliminated, and it is hereby declared
the intention of the parties that they would have executed the remaining
portions of this Agreement without including any such part, parts or portions
which may, for any reason, be hereafter declared invalid.

            IN WITNESS WHEREOF, the undersigned have executed this agreement as
of the day and year first above written.

                                          ACTV, INC.

                                          By:
                                                  ------------------------------
                                                  WILLIAM C. SAMUELS
                                                  President

                                                  DAVID REESE

                                       10



                                  ACTV, INC.

                             EMPLOYMENT AGREEMENT
                             --------------------


            EMPLOYMENT AGREEMENT made as of this 1st day of August, 1995, and
amended December 24, 1997, by and between ACTV, INC., a Delaware corporation,
having an office at 1270 Avenue of the Americas, New York, New York 10020
(hereinafter referred to as "Employer") and BRUCE CROWLEY, an individual
residing at 257 West 17th Street, New York, New York 10011 (hereinafter referred
to as "Employee");


                             W I T N E S S E T H:


            WHEREAS, Employer employs, and desires to continue to employ,
Employee as its Executive Vice President and President of ACTV Net, Inc.; and

            WHEREAS, Employee is willing to continue to be employed as the
Executive Vice President of Employer and President of ACTV Net, Inc. in the
manner provided for herein, and to perform the duties of the Executive Vice
President of Employer and President of ACTV Net, Inc. upon the terms and
conditions herein set forth;

            NOW, THEREFORE, in consideration of the promises and mutual
covenants herein set forth it is agreed as follows:

            1.    Employment of Executive Vice President of ACTV, Inc. and
President of ACTV Net, Inc. Employer hereby employs Employee as Executive Vice
President of ACTV Inc. and as President of ACTV Net, Inc.

            2.    Term. Subject to Section 9 below, the term of this Agreement
shall commence on August 1, 1995 and end on December 31, 2000. Each 12 month
period from January 1 through December 31 during the term hereof shall be
referred to as an "Annual Period." During the term hereof, Employee shall devote
substantially all of his business time and efforts to Employer and its
subsidiaries and affiliates.

            3.    Duties. The Employee shall perform any and all duties and
shall have any and all powers as may be prescribed by the Chairman of ACTV, Inc.
and Chairman of ACTV Net, Inc. and shall be available to confer and consult with
and advise the officers and directors of Employer at such times that may be
required by Employer. Employee shall report directly and solely to the Chairman
or his designee.

<PAGE>


            4.    Compensation.

                  a.    (i) Employee shall be paid a minimum of $245,000 for
each Annual Period, commencing January 1, 1998; provided, however, that
Employee's salary shall be increased annually at the beginning of each Annual
Period commencing January 1, 1999 by an amount equal to no less than the amount
of his annual salary for the immediately preceding Annual Period times the
percentage increase in the CPIW (New York) then in effect as compared to the
previous period for which the CPIW (New York) is available. Employee shall be
paid periodically in accordance with the policies of the Employer during the
term of this Agreement, but not less than monthly.

                        (ii) Employee is eligible for quarterly bonuses, if any,
which will be determined and paid in accordance with policies set from time to
time by the Board.

                  b.    (i) In the event of a "Change of Control" whereby

                        (A)   A person (other than a person who is an officer or
a Director of Employer on the effective date hereof), including a "group" as
defined in Section 13(d)(3) of the Securities Exchange Act of 1934, becomes, or
obtains the right to become, the beneficial owner of Employer securities having
30% or more of the combined voting power of then outstanding securities of the
Employer that may be cast for the election of directors of the Employer;

                        (B)   At any time, a majority of the Board-nominated
slate of candidates for the Board is not elected;

                        (C)   Employer consummates a merger in which it is not
the surviving entity;

                        (D)   Substantially all Employer's assets are sold; or

                        (E)   Employer's stockholders approve the dissolution or
liquidation of Employer; then

                        (ii)  (A) All stock options, warrants and stock
appreciation rights ("Rights") granted by Employer to Employee under any plan or
otherwise prior to the effective date of the Change of Control, shall become
vested, accelerate and become immediately exercisable; at an exercise price of
10(cent) per stock appreciation right if applicable; and in addition the
employee, at his option, shall receive a special compensation 


                                       2
<PAGE>


payment for the exercise cost of all vested options upon exercising those
options any time within twelve months after the effective date of the change of
control, adjusted for any stock splits and capital reorganizations having a
similar effect, subsequent to the effective date hereof. In the event Employee
owns or is entitled to receive any unregistered securities of Employer, then
Employer shall use its best efforts to effect the registration of all such
securities as soon as practicable, but no later than 120 days after the
effective date of the registration statement; provided, however, that such
period may be extended or delayed by Employer for one period of up to 60 days
if, upon the advice of counsel at the time such registration is required to be
filed, or at the time Employer is required to exercise its best efforts to cause
such registration statement to become effective, such delay is advisable and in
the best interests of Employer because of the existence of non-public material
information, or to allow Employer to complete any pending audit of its financial
statements;

                        (B)   Any outstanding principle and interest on loans to
Employee pursuant to Section 4.g.(ii), below, shall be recalculated and
reconstituted as if the rights were exercised under 4 (b)(ii).

                        (C)   If upon said Change of Control, (i) a new Chief
Executive Officer of Employer is appointed and (ii) Employee is not retained in
his immediately prior position or a substantially similar position with Employer
or the surviving entity, as applicable, then in addition, Employee shall be
eligible to receive a one-time bonus, equal on an after-tax basis to two times
his then current annual base salary. To effectuate this provision, the bonus
shall be "grossed-up" to include the amount necessary to reimburse Employee for
his federal, state and local income tax liability on the bonus and on the
"gross-up" at the respective effective marginal tax rates. In no event shall
this bonus exceed 2.7 times Employee's then current base salary. Said bonus
shall be paid within thirty (30) days of the Change of Control.

                  c.    Employer shall include Employee in its health insurance
program available to Employer's executive officers.

                  d.    After January 1, 1999, Employer shall maintain a life,
accidental death and dismemberment insurance policy on Employee for the benefit
of a beneficiary named by Employee in an amount not less than $750,000.
Ownership of the policy shall be assigned to Employee upon termination of
Employee's employment under this Agreement.


                                       3
<PAGE>


                  e.    Employee shall also be entitled to participate pari
passu in any other program established by Employer pursuant to which any
executive officers receive a share of the profits of Employer.

                  f.    Employee shall have the right to participate in any
other employee benefit plans established by Employer.

                  g.    Unless a pre-existing plan of Employer expressly forbids
it, all Rights which may become exercisable during the term hereof shall be paid
for in cash only if Employee so elects, otherwise they may be paid for.

                  (i)   by the transfer by Employee to Employer of so much of
Employee's Rights which, when valued at the highest trading price of the
underlying securities of Employer during the previous six months, will offset
the price of the Rights then being exercised;

                  (ii)  by means of a non-recourse Note with interest at the
lowest rate, it any, required to be charged by any governmental authority, to
accrue and become due and payable with the principle, in an amount no greater
than the exercise price, given by Employee to Employer and secured solely by the
shares of stock being paid for thereby, which Note shall become due and payable
at the earlier of the expiration hereof or, on a pro rata basis, the sale by
Employee of all or part of the Rights or underlying stock which constitute
security for the Note; or

                  (iii) by any combination of cash and (ii) or (iii), above.

            5.    Expenses. Employee shall be reimbursed for all of his actual
out-of-pocket expenses incurred in the performance of his duties hereunder,
provided such expenses are acceptable to Employer, which approval shall not be
unreasonably withheld, for business related travel and entertainment expenses,
and that Employee shall submit to Employer reasonably detailed receipts with
respect thereto.

            6.    Vacation. Employee shall be entitled to receive four (4) weeks
paid vacation time after each year of employment upon dates agreed upon by
Employer. Upon separation of employment, for any reason, vacation time accrued
and not used shall be paid at the salary rate of Employee in effect at the time
of employment separation.

            7.    Secrecy. At no time shall Employee disclose to anyone any
confidential or secret information (not already


                                       4
<PAGE>


constituting information available to the public) concerning (a) internal
affairs or proprietary business operations of Employer or (b) any trade secrets,
new product developments, patents, programs or programming, especially unique
processes or methods.

            8.    Covenant Not to Compete. Subject to, and limited by, Section
10(b), Employee will not, at any time, anywhere in the world, during the term of
this Agreement, and for one (1) year thereafter, either directly or indirectly,
engage in, with or for any enterprise, institution, whether or not for profit,
business, or company, competitive with the business (as identified herein) of
Employer as such business may be conducted on the date thereof, as a creditor,
guarantor, or financial backer, stockholder, director, officer, consultant,
advisor, employee, member, inventor, producer, director, or otherwise of or
through any corporation, partnership, association, sole proprietorship or other
entity; provided, that an investment by Employee, his spouse or his children is
permitted if such investment is not more than four percent (4%) of the total
debt or equity capital of any such competitive enterprise or business and
further provided that said competitive enterprise or business is a publicly held
entity whose stock is listed and traded on a national stock exchange or through
the NASDAQ Stock Market. As used in this Agreement, the business of Employer
shall be deemed to include the development and implementation of individualized
television technology or programs.

            9.    Termination.

                  a.    Termination by Employer

                        (i)   Employer may terminate this Agreement upon written
notice for Cause. For purposes hereof, "Cause" shall mean (A) engaging by the
Employee in conduct that constitutes activity in competition with Employer; (B)
the conviction of Employee for the commission of a felony; and/or (C) the
habitual abuse of alcohol or controlled substances. Notwithstanding anything to
the contrary in this Section 9(a)(i), Employer may not terminate Employee's
employment under this Agreement for Cause unless Employee shall have first
received notice from the Board advising Employee of the specific acts or
omissions alleged to constitute Cause, and such acts or omissions continue after
Employee shall have had a reasonable opportunity (at least 10 days from the date
Employee receives the notice from the Board) to correct the acts or omissions so
complained of.

                        (ii)  Employer may terminate Employee's employment under
this Agreement if, as a result of any physical or mental disability, Employee
shall fail or be unable to perform 


                                       5
<PAGE>


his duties under this Agreement for any consecutive period of 90 days during any
twelve-month period. If Employee's employment is terminated under this Section
9(a)(ii): (A) for the first six months after termination, Employee shall be paid
100% of his full compensation under Section 4(a) of this Agreement at the rate
in effect on the date of termination, and in each successive 12 month period
thereafter Employee shall be paid an amount equal to 67% of his compensation
under Section 4(a) of this agreement at the rate in effect on the date of
termination; (B) Employer's obligation to pay life insurance premiums on the
policy referred to in Section 4(d) shall continue in effect until five years
after the date of termination; and (C) Employee shall continue to be entitled,
insofar as is permitted under applicable insurance policies or plans, to such
general medical and employee benefit plans (including profit sharing or pension
plans) as Employee had been entitled to on the date of termination. Any amounts
payable by Employer to Employee under this paragraph shall be reduced by the
amount of any disability payments payable by or pursuant to plans provided by
Employer and actually paid to Employee.

                        (iii) This agreement automatically shall terminate upon
the death of Employee, except that Employee's estate shall be entitled to
receive any amount accrued under Section 4(a) and the pro-rata amount payable
under Section 4(e) for the period prior to Employee's death and any other amount
to which Employee was entitled of the time of his death.

                  b.    Termination by Employee

                        (i)   Employee shall have the right to terminate his
employment under this Agreement upon 30 days' notice to Employer given within 90
days following the occurrence of any of the following events (A) through (D) or
within three years following the occurrence of event (E):

                              (A)   Employer acts to change the geographic 
location of the performance of Employee's duties from the New York Metropolitan
area. For purposes of this Agreement, the New York Metropolitan area shall be
deemed to be the area within 30 miles of midtown Manhattan.

                              (B)   A Material Reduction (as hereinafter 
defined) in Employee's rate of base compensation, or Employee's other benefits.
"Material Reduction" shall mean a ten percent (10%) differential;

                              (C)   A failure by Employer to obtain the
assumption of this Agreement by any successor;


                                       6
<PAGE>


                              (D)   A material breach of this Agreement by 
Employer, which is not cured within thirty (30) days of written notice of such
breach by Employer;

                              (E)   A Change of Control.

                        (ii)  Anything herein to the contrary notwithstanding,
Employee may terminate this Agreement upon thirty (30) days written notice.

                  c.    If Employer shall terminate Employee's employment other
than due to his death or disability or for Cause (as defined in Section 9(a)(i)
of this Agreement), or if Employee shall terminate this Agreement under Section
9(b)(i), Employer's obligations under Section 4 shall be absolute and
unconditional and not subject to any offset or counterclaim and Employee shall
continue to be entitled to receive all amounts provided for by Section 4 and all
additional employee benefits under Section 4 regardless of the amount of
compensation he may earn with respect to any other employment he may obtain.

            10.   Consequences of Breach by Employer; Employment Termination

                  a.    If this Agreement is terminated pursuant to Section
9(b)(i) hereof, or if Employer shall terminate Employee's employment under this
Agreement in any way that is a breach of this Agreement by Employer, the
following shall apply:

                        (i)   Employee shall receive as a bonus, and in addition
to his salary continuation pursuant to Section 9.c., above, a cash payment equal
to the Employee's total base salary as of the date of termination hereunder for
the remainder of the term plus an additional amount to pay all federal, state
and local income taxes thereon on a grossed-up basis as heretofore provided,
payable within 30 days of the date of such termination; except that if this
Agreement is terminated pursuant to Section 9.(b)(i)(E), then Employee shall not
be entitled to receive a bonus under this Section 10.a.(i) but shall instead
receive a lump-sum payout of Employee's total base salary for the remainder of
the term plus an additional amount to pay all federal, state and local income
taxes thereon on a grossed-up basis as heretofore provided, payable within 30
days of the date of such termination.

                        (ii)  Employee shall be entitled to payment of any
previously declared bonus and additional compensation as provided in Section
4(a), (b) and (e) above.


                                       7
<PAGE>


                  b.    In the event of termination of Employee's employment
pursuant to Section 9(b)(i) of this Agreement, the provisions of Section 8 shall
not apply to Employee.

            11.   Remedies

                  Employer recognizes that because of Employee's special
talents, stature and opportunities in the interactive television industry, and
because of the special creative nature of and compensation practices of said
industry and the material impact that individual projects can have on an
interactive television company's results of operations, in the event of
termination by Employer hereunder (except under Section 9(a)(i) or (iii), or in
the event of termination by Employee under Section 9(b)(i) before the end of the
agreed term, Company acknowledges and agrees that the provisions of this
Agreement regarding further payments of base salary, bonuses and the
exercisability of Rights constitute fair and reasonable provisions for the
consequences of such termination, do not constitute a penalty, and such payments
and benefits shall not be limited or reduced by amounts' Employee might earn or
be able to earn from any other employment or ventures during the remainder of
the agreed term of this Agreement.

            12.   Excise Tax. In the event that any payment or benefit received
or to be received by Employee in connection with a termination of his employment
with Employer would constitute a "parachute payment" within the meaning of Code
Section 280G or any similar or successor provision to 280G and/or would be
subject to any excise tax imposed by Code Section 4999 or any similar or
successor provision then Employer shall assume all liability for the payment of
any such tax and Employer shall immediately reimburse Employee on a "grossed-up"
basis for any income taxes attributable to Employee by reason of such Employer
payment and reimbursements.

            13.   Arbitration. Any controversies between Employer and Employee
involving the construction or application of any of the terms, provisions or
conditions of this Agreement, save and except for any breaches arising out of
Sections 7 and 8 hereof, shall on the written request of either party served on
the other be submitted to arbitration. Such arbitration shall comply with and be
governed by the rules of the American Arbitration Association. An arbitration
demand must be made within one (1) year of the date on which the party demanding
arbitration first had notice of the existence of the claim to be arbitrated, or
the right to arbitration along with such claim shall be considered to have been
waived. An arbitrator shall be selected according to the procedures of the
American Arbitration Association. The cost 


                                       8
<PAGE>


of arbitration shall be born by the losing party or in such proportions as the
arbitrator shall decide. The arbitrator shall have no authority to add to,
subtract from or otherwise modify the provisions of this Agreement, or to award
punitive damages to either party.

            14.   Attorneys' Fees and Costs. If any action at law or in equity
is necessary to enforce or interpret the terms of this Agreement, the prevailing
party shall be entitled to reasonable attorney's fees, costs and necessary
disbursements in addition to any other relief to which he may be entitled.

            15.   Entire Agreement; Survival. This Agreement contains the entire
agreement between the parties with respect to the transactions contemplated
herein and supersedes, effective as of the date hereof any prior agreement or
understanding between Employer and Employee with respect to Employee's
employment by Employer. The unenforceability of any provision of this Agreement
shall not effect the enforceability of any other provision. This Agreement may
not be amended except by an agreement in writing signed by the Employee and the
Employer, or any waiver, change, discharge or modification as sought. Waiver of
or failure to exercise any rights provided by this Agreement and in any respect
shall not be deemed a waiver of any further or future rights.

                  b.    The provisions of Sections 4, 7, 8, 9(a)(ii), 9(a)(iii),
9(c), 10, 11, 12, 13, 14, 17, 18 and 19 shall survive the termination of this
Agreement.

            16.   Assignment. This Agreement shall not be assigned to other
parties.

            17.   Governing Law. This Agreement and all the amendments hereof,
and waivers and consents with respect thereto shall be governed by the internal
laws of the state of New York, without regard to the conflicts of laws
principles thereof.

            18.   Notices. All notices, responses, demands or other
communications under this Agreement shall be in writing and shall be deemed to
have been given when

                  a.    delivered by hand;

                  b.    sent be telex or telefax, (with receipt confirmed),
provided that a copy is mailed by registered or certified mail, return receipt
requested; or

                  c.    received by the addressee as sent be express delivery
service (receipt requested) in each case to the 


                                       9
<PAGE>


appropriate addresses, telex numbers and telefax numbers as the party may
designate to itself by notice to the other parties:

                        (i)   if to the Employer:


                              ACTV, Inc. and ACTV Net, Inc.
                              1270 Avenue of the Americas
                              New York, New York, 10020

                              Attention: William C. Samuels

                              Telefax:  (212) 459-9548
                              Telephone:  (212) 262-2570

                              Gersten, Savage, Kaplowitz, Fredericks
                                     & Curtin
                              101 East 52nd Street
                              New York, New York 10022

                              Attention:  Wesley C. Fredericks, Esq.

                              Telefax: (212) 980-5192
                              Telephone: (212) 752-9700

                        (ii)  if to the Employee:

                              Bruce Crowley
                              257 West 17th Street
                              New York, New York  10011

            19.   Severability of Agreement. Should any part of this Agreement
for any reason be declared invalid by a court of competent jurisdiction, such
decision shall not affect the validity of any remaining portion, which remaining
provisions shall remain in full force and effect as if this Agreement had been
executed with the invalid portion thereof eliminated, and it is hereby declared
the intention of the parties that they would have executed the remaining
portions of this Agreement without including any such part, parts or portions
which may, for any reason, be hereafter declared invalid.

            IN WITNESS WHEREOF, the undersigned have executed this agreement as
of the day and year first above written.
  
                                                  ACTV, INC.

                                                  By:                           
                                                      WILLIAM C. SAMUELS
                                                      President
                                                  
                                                  
                                                      BRUCE CROWLEY


                                       10



                                OPTION AGREEMENT

            OPTION AGREEMENT dated December 1, 1995, amended July 29, 1997,
between ACTV, Inc., a Delaware corporation (the "Corporation") and William C.
Samuels (the "Employee").

            The Corporation desires to grant to the Employee the right and
option to purchase up to 525,000 shares (the "Option Shares") of Common Stock
(the "Common Stock"), of the Corporation, on the terms and subject to the
conditions hereinafter set forth.

            NOW, THEREFORE, in consideration of the receipt of $1.00 and other
good and valuable consideration, the receipt of which is hereby acknowledged,
the parties hereby agree as follows:

            SECTION 1. Option to Purchase Common Stock.

                  a. Subject to Section 12 hereof, the Corporation hereby grants
to the Employee an option (the "Option") to purchase from the Corporation
525,000 Option Shares, at a purchase price of $1.50 per Option Share (the
"Option Price"). The Employee's right and option to purchase the Option Shares
shall vest annually commencing January 1, 1997 until January 1, 1999, with
respect to installments of 175,000 Option Shares at the Option Price, so long as
the Employee is employed by the Corporation. Said right shall be cumulative so
that as of January 1, 1999, Optionee shall have the fully vested right to
purchase 525,000 Option Shares. In the event that the Employee's employment with
the Corporation terminates prior to January 1 of any year, the Employee shall
not have the right or option to purchase any part of the installment of 175,000
Option Shares that would have otherwise vested on such January 1. With respect
to the Option, the "Option Period" shall commence on the date hereof and
terminate on December 31, 2003.

                  b. The Option may be exercised by the Employee by delivery to
the Corporation, at any time commencing one year from the date hereof, of a
written notice (the "Option Notice"), which Option Notice shall state the
Employee's intention to exercise the Option, the date on which the Employee
proposes to purchase the Option Shares (the "Closing Date") and the number of
Option Shares to be purchased on the Closing Date, which Closing Date shall be
no later than 30 days nor earlier than 10 days following the date of the Option
Notice. Upon receipt by the Corporation of an Option Notice from the Employee,
the Employee shall be obligated to purchase that number of Option Shares to be
purchased on the Closing Date set forth in the Option Notice.

                  c. The purchase and sale of Option Shares acquired pursuant to
the terms of this Option Agreement shall be made on the Closing Date at the
offices of the Corporation. Delivery of the Stock certificate or other
instrument registered in the name of the Employee, evidencing the Option Shares
being purchased on the Closing

<PAGE>

Date, shall be made by the Corporation to the holder of this Option on the
Closing Date against the delivery to the Corporation of a check in the full
amount of the aggregate purchase price therefor.

            SECTION 2. Representations and Warranties of The Holder. The
Employee hereby represents and warrants to the Corporation that in the event the
Employee acquires any Option Shares, such Option Shares will be acquired for his
own account, for investment and not with a view to the distribution thereof. The
Employee understands that except as set forth in Section 6 hereof, the Option
Shares will not be registered under the Securities Act of 1933, as amended (the
"Securities Act"), by reason of their issuance in a transaction exempt from the
registration requirements of the Securities Act pursuant to Section 4 (2)
thereof and that they must be held indefinitely unless a subsequent disposition
thereof is registered under the Securities Act or the transaction is except from
registration.

            SECTION 3. Reorganization; Mergers; Sales; Etc. If, at any time
during the Option Period, there shall be any capital reorganization,
reclassification of Common Stock (other than a change in par value or from par
value to nor par value or from no par value to par value or as a result of a
stock dividend or subdivision, split-up or combination of shares), the
consolidation or merger of the Corporation with or into another corporation or
of the sale of all or substantially all the properties and assets of the
Corporation as an entirety to any other corporation or person, the unexercised
and fully vested portion of this Option shall, after such reorganization,
reclassification, consolidation, merger or sale, be exercisable for the kind and
number of shares of stock or other securities or property of the Corporation or
of the corporation resulting from such consolidation or surviving such merger or
to which such properties and assets shall have been sold to which the Employee
would have been entitled if the Employee had held shares of Common Stock
issuable upon the exercise hereof immediately prior to such reorganization,
reclassification, consolidation, merger or sale. The provisions of this Section
3 shall similarly apply to successive reorganizations, reclassifications,
consolidations, mergers and sales.

            SECTION 4. Adjustment of Option Shares and Option Price.

                  a. The number of Option Shares subject to this Option during
the Option Period shall be cumulative as to all prior dates of calculation and
shall be adjusted for any stock dividend, subdivision, split-up or combination
of Common Stock

                  b. If, at any time during the first 36 months of the Option
Period, the Corporation issues any previously unissued Common Stock as the
result of any financing, acquisition, joint venture or other business
transaction, then, during such period the number of shares subject to the Option
shall be adjusted such that the holder thereof shall have the right to exercise
the Option for the same percentage of the issued and outstanding Common Stock of
the Corporation after giving effect to such

                                       2
<PAGE>

transaction (including the future conversion or exercise of any option or
warrants issued in such transaction during the term of the Option, but converted
thereafter) as he held options for immediately prior to such transaction.

                  c. The Option Price shall be subject to adjustment from time
to time as follows:

                     (1) If, at any time during the Option Period, the number of
shares of Common Stock outstanding is increased by a stock dividend payable in
shares of Common Stock or by a subdivision or split-up of shares of Common
Stock, then, immediately following the record date fixed for the determination
of holders of shares of Common Stock entitled to receive such stock dividend,
subdivision or split-up, the Option Price shall be appropriately decreased so
that the number of shares of Common Stock issuable upon the exercise hereof
shall be increased in proportion to such increase in outstanding shares.

                     (2) If, at any time during the Option Period, the number of
shares of Common Stock outstanding is decreased by a combination of outstanding
shares of Common Stock, then, immediately following the record date for such
combination, the Option Price shall be appropriately increased so that the
number of shares of Common Stock issuable upon the exercise hereof shall be
decreased in proportion to such decrease in outstanding shares.

            SECTION 5. Termination of the Options.

                  a. Termination of Options in General. Subject to subsections
(b) - (c) of this Section, the Option granted hereby shall terminate and the
Option shall no longer be exercisable after the earlier of December 31, 2003 or
one year after the date of termination of employment, except in the case of
death or disability.

                  b. Option Rights Upon Disability. If an Employee becomes
disabled while employed by the Corporation or any affiliate or subsidiary, the
Board of Directors or the Stock Option Committee of the Corporation, in its
discretion, may allow the Option to be fully exercised, to the extent that the
Employee was entitled to exercise the Option at the date of his disability.

                  c. Death of the Optionee. In the event that an Employee shall
die while he is an employee of the Corporation (or within one (1) year after the
termination of such employment) and prior to his complete exercise of the
Option, the Option may be exercised in whole or in part only: (i) by the
Employee's estate or on behalf of such person or persons to whom the Employee's
rights pass under his Will or by the laws of descent and distribution, (ii) to
the extent that the Employee was entitled to exercise the Option at the date of
his death, and (iii) prior to the expiration of the term of the Option, or
within one year after the date of death, whichever is earlier.


                                       3
<PAGE>

            SECTION 6. Piggyback Registration.

                  a. If, at any time commencing January 1, 1997 and expiring
December 31, 2003, the Corporation proposes to register any of its securities
under the Securities Act (other than in connection with a merger or pursuant to
Form S-8 or other comparable Form) it will give written notice by registered
mail, at least thirty (30) days prior to the filing of such registration
statement, to the Employee of its intention to do so. If the Employee notifies
the Corporation within ten (10) days after receipt of any such notice of his
desire to include any Option Shares, owned by him (on a fully vested basis) in
such proposed registration statement, the Corporation shall afford the Employee
the opportunity to have any of his Option Shares registered under such
registration statement, the Corporation shall afford the Employee the
opportunity to have any of his Option Shares registered under such registration
statement; provided that (i) such inclusion does not pose any significant legal
problem and (ii) if such registration statement is filed pursuant to an
underwritten public offering, the underwriter approves such inclusion.

                  b. Notwithstanding the provisions of this Section 6, the
Corporation shall have the right at any time after it shall have given written
notice pursuant to this Section 6 (irrespective of whether a written request for
inclusion of any Option Shares shall have been made) to elect not to file any
such proposed registration statement, or to withdraw the same after the filing
but prior to the effective date thereof.

                  c. Employee will cooperate with the Corporation in all
respects in connection with this Agreement, including, timely supplying all
information reasonably requested by the Corporation and executing and returning
all documents reasonably requested in connection with the registration and sale
of the Option Shares. In addition, Employee will comply with all applicable
provisions of state and federal securities laws, including rule 10b-6 and will
not, during the course of a distribution, purchase any of the securities being
distributed.

                  d. All expenses incurred in any registration of the Option
Shares under this Agreement shall be paid by the Corporation, including, without
limitation, printing expenses, fees and disbursements of counsel for the
Corporation, expenses of any audits to which the Corporation shall agree or
which shall be necessary to comply with governmental requirements in connection
with any such registration, all registration and filing fees for the Option
Shares under federal and state securities laws, and expenses of complying with
the securities or blue sky laws of any jurisdictions; provided, however, the
Corporation shall not be liable for (a) any discounts or commissions to any
underwriter; (b) any stock transfer taxes incurred with respect to Option Shares
sold in the offering or (c) the fees and expenses of counsel for Employee,
provided that the Corporation will pay, the costs and expenses of Employee's
counsel


                                       4
<PAGE>

when the Corporation's counsel is representing all selling security holders.

            SECTION 7. Transfer of Option; Successors And Assigns. This
Agreement (including the Option) and all rights hereunder shall not be
transferable at any time without the prior written consent of the Corporation.
This Agreement and all the rights hereunder shall be binding upon and inure to
the benefit of the parties hereto and their respective successors, assigns and
transferees.

            SECTION 8. Notices. All notices or other communications which are
required or permitted hereunder shall be in writing and sufficient if delivered
personally or sent by registered or certified mail, postage prepaid, return
receipt requested, addressed as follows:

            If the Corporation, to:

                  ACTV, Inc.
                  1270 Avenue of the Americas - Suite 2401
                  New York, New York  10020
                  Attention:  David Reese, Executive Vice President

            With a copy to:

                  Jay M. Kaplowitz, Esquire
                  Gersten, Savage, Kaplowitz, Fredericks & Curtin
                  101 East 52nd Street
                  New York, New York  10022

            If to the Employee, to:

                  William C. Samuels
                  171 West 57th Street
                  New York, New York  10019

or to such other address as the party to whom notice is to be given may have
furnished to the other party in writing in accordance herewith. If mailed as
aforesaid, any such communication shall be deemed to have been given on the
third business day following the day on which the piece of mail containing such
communication is posted.

            SECTION 9. Governing Law. This Agreement shall be governed by, and
construed in accordance with the laws of the State of New York.

            SECTION 10. Entire Agreement. This Agreement contains the entire
agreement between the parties hereto with respect to the transactions


                                       5
<PAGE>

contemplated herein and supersedes all previously written or oral negotiations,
commitments, representations and agreement.

            SECTION 11. Amendments and Modifications.  This Agreement,  or any
provision hereof, may not be amended, changed or modified without the prior
written consent of each of the parties hereto.

            SECTION 12. Termination. In addition to the termination provisions
set forth in Section 1 hereof, the Option shall terminate and the Option shall
no longer be exercisable on December 31, 2003.

            IN WITNESS WHEREOF, the parties hereto have caused this Option
Agreement to be executed and delivered as of the date first above written.

                                             ACTV, Inc.

                                             By:
                                                 -------------------------------
                                                 David Reese
                                                 Executive Vice President

                                       6




                                OPTION AGREEMENT

            OPTION AGREEMENT dated December 1, 1995, amended July 29, 1997,
between ACTV, Inc., a Delaware corporation (the "Corporation") and David Reese
(the "Employee").

            The Corporation desires to grant to the Employee the right and
option to purchase up to 330,000 shares (the "Option Shares") of Common Stock
(the "Common Stock"), of the Corporation, on the terms and subject to the
conditions hereinafter set forth.

            NOW, THEREFORE, in consideration of the receipt of $1.00 and other
good and valuable consideration, the receipt of which is hereby acknowledged,
the parties hereby agree as follows:

            SECTION 1. Option to Purchase Common Stock.

                  a. Subject to Section 12 hereof, the Corporation hereby grants
to the Employee an option (the "Option") to purchase from the Corporation
330,000 Option Shares, at a purchase price of $1.50 per Option Share (the
"Option Price"). The Employee's right and option to purchase the Option Shares
shall vest annually commencing January 1, 1997 until January 1, 1999, with
respect to installments of 110,000 Option Shares at the Option Price, so long as
the Employee is employed by the Corporation. Said right shall be cumulative so
that as of January 1, 1999, Optionee shall have the fully vested right to
purchase 330,000 Option Shares. In the event that the Employee's employment with
the Corporation terminates prior to January 1 of any year, the Employee shall
not have the right or option to purchase any part of the installment of 110,000
Option Shares that would have otherwise vested on such January 1. With respect
to the Option, the "Option Period" shall commence on the date hereof and
terminate on December 31, 2003.

                  b. The Option may be exercised by the Employee by delivery to
the Corporation, at any time commencing one year from the date hereof, of a
written notice (the "Option Notice"), which Option Notice shall state the
Employee's intention to exercise the Option, the date on which the Employee
proposes to purchase the Option Shares (the "Closing Date") and the number of
Option Shares to be purchased on the Closing Date, which Closing Date shall be
no later than 30 days nor earlier than 10 days following the date of the Option
Notice. Upon receipt by the Corporation of an Option Notice from the Employee,
the Employee shall be obligated to purchase that number of Option Shares to be
purchased on the Closing Date set forth in the Option Notice.

                  c. The purchase and sale of Option Shares acquired pursuant to
the terms of this Option Agreement shall be made on the Closing Date at the
offices of the Corporation. Delivery of the Stock certificate or other
instrument registered in the name of the Employee, evidencing the Option Shares
being purchased on the Closing


<PAGE>

Date, shall be made by the Corporation to the holder of this Option on the
Closing Date against the delivery to the Corporation of a check in the full
amount of the aggregate purchase price therefor.

            SECTION 2. Representations and Warranties of The Holder. The
Employee hereby represents and warrants to the Corporation that in the event the
Employee acquires any Option Shares, such Option Shares will be acquired for his
own account, for investment and not with a view to the distribution thereof. The
Employee understands that except as set forth in Section 6 hereof, the Option
Shares will not be registered under the Securities Act of 1933, as amended (the
"Securities Act"), by reason of their issuance in a transaction exempt from the
registration requirements of the Securities Act pursuant to Section 4 (2)
thereof and that they must be held indefinitely unless a subsequent disposition
thereof is registered under the Securities Act or the transaction is except from
registration.

            SECTION 3. Reorganization; Mergers; Sales; Etc. If, at any time
during the Option Period, there shall be any capital reorganization,
reclassification of Common Stock (other than a change in par value or from par
value to nor par value or from no par value to par value or as a result of a
stock dividend or subdivision, split-up or combination of shares), the
consolidation or merger of the Corporation with or into another corporation or
of the sale of all or substantially all the properties and assets of the
Corporation as an entirety to any other corporation or person, the unexercised
and fully vested portion of this Option shall, after such reorganization,
reclassification, consolidation, merger or sale, be exercisable for the kind and
number of shares of stock or other securities or property of the Corporation or
of the corporation resulting from such consolidation or surviving such merger or
to which such properties and assets shall have been sold to which the Employee
would have been entitled if the Employee had held shares of Common Stock
issuable upon the exercise hereof immediately prior to such reorganization,
reclassification, consolidation, merger or sale. The provisions of this Section
3 shall similarly apply to successive reorganizations, reclassifications,
consolidations, mergers and sales.

            SECTION 4. Adjustment of Option Shares and Option Price.

                  a. The number of Option Shares subject to this Option during
the Option Period shall be cumulative as to all prior dates of calculation and
shall be adjusted for any stock dividend, subdivision, split-up or combination
of Common Stock.

                  b. If, at any time during the first 36 months of the Option
Period, the Corporation issues any previously unissued Common Stock as the
result of any financing, acquisition, joint venture or other business
transaction, then, during such period the number of shares subject to the Option
shall be adjusted such that the holder thereof shall have the right to exercise
the Option for the same percentage of the issued and outstanding Common Stock of
the Corporation after giving effect to such

                                       2
<PAGE>

transaction (including the future conversion or exercise of any option or
warrants issued in such transaction during the term of the Option, but converted
thereafter) as he held options for immediately prior to such transaction.

                  c. The Option Price shall be subject to adjustment from time
to time as follows:

                     (1) If, at any time during the Option Period, the number of
shares of Common Stock outstanding is increased by a stock dividend payable in
shares of Common Stock or by a subdivision or split-up of shares of Common
Stock, then, immediately following the record date fixed for the determination
of holders of shares of Common Stock entitled to receive such stock dividend,
subdivision or split-up, the Option Price shall be appropriately decreased so
that the number of shares of Common Stock issuable upon the exercise hereof
shall be increased in proportion to such increase in outstanding shares.

                     (2) If, at any time during the Option Period, the number of
shares of Common Stock outstanding is decreased by a combination of outstanding
shares of Common Stock, then, immediately following the record date for such
combination, the Option Price shall be appropriately increased so that the
number of shares of Common Stock issuable upon the exercise hereof shall be
decreased in proportion to such decrease in outstanding shares.

            SECTION 5. Termination of the Options.

                  a. Termination of Options in General. Subject to subsections
(b) - (c) of this Section, the Option granted hereby shall terminate and the
Option shall no longer be exercisable after the earlier of December 31, 2003 or
one year after the date of termination of employment, except in the case of
death or disability.

                  b. Option Rights Upon Disability. If an Employee becomes
disabled while employed by the Corporation or any affiliate or subsidiary, the
Board of Directors or the Stock Option Committee of the Corporation, in its
discretion, may allow the Option to be fully exercised, to the extent that the
Employee was entitled to exercise the Option at the date of his disability.

                  c. Death of the Optionee. In the event that an Employee shall
die while he is an employee of the Corporation (or within one (1) year after the
termination of such employment) and prior to his complete exercise of the
Option, the Option may be exercised in whole or in part only: (i) by the
Employee's estate or on behalf of such person or persons to whom the Employee's
rights pass under his Will or by the laws of descent and distribution, (ii) to
the extent that the Employee was entitled to exercise the Option at the date of
his death, and (iii) prior to the expiration of the term of the Option, or
within one year after the date of death, whichever is earlier.


                                       3
<PAGE>

            SECTION 6. Piggyback Registration.

                  a. If, at any time commencing January 1, 1997 and expiring
December 31, 2003, the Corporation proposes to register any of its securities
under the Securities Act (other than in connection with a merger or pursuant to
Form S-8 or other comparable Form) it will give written notice by registered
mail, at least thirty (30) days prior to the filing of such registration
statement, to the Employee of its intention to do so. If the Employee notifies
the Corporation within ten (10) days after receipt of any such notice of his
desire to include any Option Shares, owned by him (on a fully vested basis) in
such proposed registration statement, the Corporation shall afford the Employee
the opportunity to have any of his Option Shares registered under such
registration statement, the Corporation shall afford the Employee the
opportunity to have any of his Option Shares registered under such registration
statement; provided that (i) such inclusion does not pose any significant legal
problem and (ii) if such registration statement is filed pursuant to an
underwritten public offering, the underwriter approves such inclusion.

                  b. Notwithstanding the provisions of this Section 6, the
Corporation shall have the right at any time after it shall have given written
notice pursuant to this Section 6 (irrespective of whether a written request for
inclusion of any Option Shares shall have been made) to elect not to file any
such proposed registration statement, or to withdraw the same after the filing
but prior to the effective date thereof.

                  c. Employee will cooperate with the Corporation in all
respects in connection with this Agreement, including, timely supplying all
information reasonably requested by the Corporation and executing and returning
all documents reasonably requested in connection with the registration and sale
of the Option Shares. In addition, Employee will comply with all applicable
provisions of state and federal securities laws, including rule 10b-6 and will
not, during the course of a distribution, purchase any of the securities being
distributed.

                  d. All expenses incurred in any registration of the Option
Shares under this Agreement shall be paid by the Corporation, including, without
limitation, printing expenses, fees and disbursements of counsel for the
Corporation, expenses of any audits to which the Corporation shall agree or
which shall be necessary to comply with governmental requirements in connection
with any such registration, all registration and filing fees for the Option
Shares under federal and state securities laws, and expenses of complying with
the securities or blue sky laws of any jurisdictions; provided, however, the
Corporation shall not be liable for (a) any discounts or commissions to any
underwriter; (b) any stock transfer taxes incurred with respect to Option Shares
sold in the offering or (c) the fees and expenses of counsel for Employee,

                                       4
<PAGE>

provided that the Corporation will pay, the costs and expenses of Employee's
counsel when the Corporation's counsel is representing all selling security
holders.

            SECTION 7. Transfer of Option; Successors And Assigns. This
Agreement (including the Option) and all rights hereunder shall not be
transferable at any time without the prior written consent of the Corporation.
This Agreement and all the rights hereunder shall be binding upon and inure to
the benefit of the parties hereto and their respective successors, assigns and
transferees.

            SECTION 8. Notices. All notices or other communications which are
required or permitted hereunder shall be in writing and sufficient if delivered
personally or sent by registered or certified mail, postage prepaid, return
receipt requested, addressed as follows:

            If the Corporation, to:

                  ACTV, Inc.
                  1270 Avenue of the Americas - Suite 2401
                  New York, New York  10020
                  Attention:  William C. Samuels, Chief Executive Officer

            With a copy to:

                  Wesley C. Fredericks
                  Gersten, Savage, Kaplowitz, Fredericks & Curtin
                  101 East 52nd Street
                  New York, New York  10022

            If to the Employee, to:

                  David Reese
                  30 Maclay Road
                  Montville, New Jersey  07045

or to such other address as the party to whom notice is to be given may have
furnished to the other party in writing in accordance herewith. If mailed as
aforesaid, any such communication shall be deemed to have been given on the
third business day following the day on which the piece of mail containing such
communication is posted.

            SECTION 9. Governing Law. This Agreement shall be governed  by,
and construed in accordance with the laws of the State of New York.

            SECTION 10. Entire Agreement. This Agreement contains the


                                       5
<PAGE>


entire agreement between the parties hereto with respect to the transactions
contemplated herein and supersedes all previously written or oral negotiations,
commitments, representations and agreement.

            SECTION 11. Amendments and Modifications.  This Agreement,  or any 
provision hereof, may not be amended, changed or modified without the prior
written consent of each of the parties hereto.

            SECTION 12. Termination. In addition to the termination provisions  
set forth in Section 1 hereof, the Option shall terminate and the Option shall
no longer be exercisable on December 31, 2003.

            IN WITNESS WHEREOF, the parties hereto have caused this Option
Agreement to be executed and delivered as of the date first above written.

                                                 ACTV, Inc.

                                                 By:
                                                     ---------------------------
                                                     William C. Samuels
                                                     Chief Executive Officer

                                       6


                                OPTION AGREEMENT

            OPTION AGREEMENT dated December 1, 1995, amended July 29, 1997
between ACTV, Inc., a Delaware corporation (the "Corporation") and Bruce Crowley
(the "Employee").

            The Corporation desires to grant to the Employee the right and
option to purchase up to 201,000 shares (the "Option Shares") of Common Stock
(the "Common Stock"), of the Corporation, on the terms and subject to the
conditions hereinafter set forth.

            NOW, THEREFORE, in consideration of the receipt of $1.00 and other
good and valuable consideration, the receipt of which is hereby acknowledged,
the parties hereby agree as follows:

            SECTION 1.          Option to Purchase Common Stock.

                  a. Subject to Section 12 hereof, the Corporation hereby grants
to the Employee an option (the "Option") to purchase from the Corporation
201,000 Option Shares, at a purchase price of $1.50 per Option Share (the
"Option Price"). The Employee's right and option to purchase the Option Shares
shall vest annually commencing January 1, 1997 until January 1, 1999, with
respect to installments of 67,000 Option Shares at the Option Price, so long as
the Employee is employed by the Corporation. Said right shall be cumulative so
that as of January 1, 1999, Optionee shall have the fully vested right to
purchase 201,000 Option Shares. In the event that the Employee's employment with
the Corporation terminates prior to January 1 of any year, the Employee shall
not have the right or option to purchase any part of the installment of 67,000
Option Shares that would have otherwise vested on such January 1. With respect
to the Option, the "Option Period" shall commence on the date hereof and
terminate on December 31, 2003.

                  b. The Option may be exercised by the Employee by delivery to
the Corporation, at any time commencing one year from the date hereof, of a
written notice (the "Option Notice"), which Option Notice shall state the
Employee's intention to exercise the Option, the date on which the Employee
proposes to purchase the Option Shares (the "Closing Date") and the number of
Option Shares to be purchased on the Closing Date, which Closing Date shall be
no later than 30 days nor earlier than 10 days following the date of the Option
Notice. Upon receipt by the Corporation of an Option Notice from the Employee,
the Employee shall be obligated to purchase that number of Option Shares to be
purchased on the Closing Date set forth in the Option Notice.

                  c. The purchase and sale of Option Shares acquired pursuant to
the terms of this Option Agreement shall be made on the Closing Date at the
offices of the Corporation. Delivery of the Stock certificate or other
instrument registered in the name of the Employee, evidencing the Option Shares
being purchased on the Closing 

<PAGE>

Date, shall be made by the Corporation to the holder of this Option on the
Closing Date against the delivery to the Corporation of a check in the full
amount of the aggregate purchase price therefor.

            SECTION 2.          Representations and Warranties of The Holder. 
The Employee hereby represents and warrants to the Corporation that in the event
the Employee acquires any Option Shares, such Option Shares will be acquired for
his own account, for investment and not with a view to the distribution thereof.
The Employee understands that except as set forth in Section 6 hereof, the
Option Shares will not be registered under the Securities Act of 1933, as
amended (the "Securities Act"), by reason of their issuance in a transaction
exempt from the registration requirements of the Securities Act pursuant to
Section 4 (2) thereof and that they must be held indefinitely unless a
subsequent disposition thereof is registered under the Securities Act or the
transaction is except from registration.

            SECTION 3.          Reorganization; Mergers; Sales; Etc. If, at any
time during the Option Period, there shall be any capital reorganization,
reclassification of Common Stock (other than a change in par value or from par
value to nor par value or from no par value to par value or as a result of a
stock dividend or subdivision, split-up or combination of shares), the
consolidation or merger of the Corporation with or into another corporation or
of the sale of all or substantially all the properties and assets of the
Corporation as an entirety to any other corporation or person, the unexercised
and fully vested portion of this Option shall, after such reorganization,
reclassification, consolidation, merger or sale, be exercisable for the kind and
number of shares of stock or other securities or property of the Corporation or
of the corporation resulting from such consolidation or surviving such merger or
to which such properties and assets shall have been sold to which the Employee
would have been entitled if the Employee had held shares of Common Stock
issuable upon the exercise hereof immediately prior to such reorganization,
reclassification, consolidation, merger or sale. The provisions of this Section
3 shall similarly apply to successive reorganizations, reclassifications,
consolidations, mergers and sales.

            SECTION 4.          Adjustment of Option Shares and Option Price.

                  a. The number of Option Shares subject to this Option during
the Option Period shall be cumulative as to all prior dates of calculation and
shall be adjusted for any stock dividend, subdivision, split-up or combination
of Common Stock.

                  b. If, at any time during the first 36 months of the Option
Period, the Corporation issues any previously unissued Common Stock as the
result of any financing, acquisition, joint venture or other business
transaction, then, during such period the number of shares subject to the Option
shall be adjusted such that the holder thereof shall have the right to exercise
the Option for the same percentage of the issued 


                                       2
<PAGE>

and outstanding Common Stock of the Corporation after giving effect to such
transaction (including the future conversion or exercise of any option or
warrants issued in such transaction during the term of the Option, but converted
thereafter) as he held options for immediately prior to such transaction.

                  c. The Option Price shall be subject to adjustment from time
to time as follows:

                     (1) If, at any time during the Option Period, the number of
shares of Common Stock outstanding is increased by a stock dividend payable in
shares of Common Stock or by a subdivision or split-up of shares of Common
Stock, then, immediately following the record date fixed for the determination
of holders of shares of Common Stock entitled to receive such stock dividend,
subdivision or split-up, the Option Price shall be appropriately decreased so
that the number of shares of Common Stock issuable upon the exercise hereof
shall be increased in proportion to such increase in outstanding shares.

                     (2) If, at any time during the Option Period, the number of
shares of Common Stock outstanding is decreased by a combination of outstanding
shares of Common Stock, then, immediately following the record date for such
combination, the Option Price shall be appropriately increased so that the
number of shares of Common Stock issuable upon the exercise hereof shall be
decreased in proportion to such decrease in outstanding shares.

            SECTION 5.          Termination of the Options.

                  a. Termination of Options in General. Subject to subsections
(b) - (c) of this Section, the Option granted hereby shall terminate and the
Option shall no longer be exercisable after the earlier of December 31, 2003 or
one year after the date of termination of employment, except in the case of
death or disability.

                  b. Option Rights Upon Disability. If an Employee becomes
disabled while employed by the Corporation or any affiliate or subsidiary, the
Board of Directors or the Stock Option Committee of the Corporation, in its
discretion, may allow the Option to be fully exercised, to the extent that the
Employee was entitled to exercise the Option at the date of his disability.

                  c. Death of the Optionee. In the event that an Employee shall
die while he is an employee of the Corporation (or within one (1) year after the
termination of such employment) and prior to his complete exercise of the
Option, the Option may be exercised in whole or in part only: (i) by the
Employee's estate or on behalf of such person or persons to whom the Employee's
rights pass under his Will or by the laws of descent and distribution, (ii) to
the extent that the Employee was entitled to exercise the Option at the date of
his death, and (iii) prior to the expiration of the term of the Option, or
within one year after the date of death, whichever is earlier.


                                       3
<PAGE>

            SECTION 6.          Piggyback Registration.

                  a. If, at any time commencing January 1, 1997 and expiring
December 31, 2003, the Corporation proposes to register any of its securities
under the Securities Act (other than in connection with a merger or pursuant to
Form S-8 or other comparable Form) it will give written notice by registered
mail, at least thirty (30) days prior to the filing of such registration
statement, to the Employee of its intention to do so. If the Employee notifies
the Corporation within ten (10) days after receipt of any such notice of his
desire to include any Option Shares, owned by him (on a fully vested basis) in
such proposed registration statement, the Corporation shall afford the Employee
the opportunity to have any of his Option Shares registered under such
registration statement, the Corporation shall afford the Employee the
opportunity to have any of his Option Shares registered under such registration
statement; provided that (i) such inclusion does not pose any significant legal
problem and (ii) if such registration statement is filed pursuant to an
underwritten public offering, the underwriter approves such inclusion.

                  b. Notwithstanding the provisions of this Section 6, the
Corporation shall have the right at any time after it shall have given written
notice pursuant to this Section 6 (irrespective of whether a written request for
inclusion of any Option Shares shall have been made) to elect not to file any
such proposed registration statement, or to withdraw the same after the filing
but prior to the effective date thereof.

                  c. Employee will cooperate with the Corporation in all
respects in connection with this Agreement, including, timely supplying all
information reasonably requested by the Corporation and executing and returning
all documents reasonably requested in connection with the registration and sale
of the Option Shares. In addition, Employee will comply with all applicable
provisions of state and federal securities laws, including rule 10b-6 and will
not, during the course of a distribution, purchase any of the securities being
distributed.

                  d. All expenses incurred in any registration of the Option
Shares under this Agreement shall be paid by the Corporation, including, without
limitation, printing expenses, fees and disbursements of counsel for the
Corporation, expenses of any audits to which the Corporation shall agree or
which shall be necessary to comply with governmental requirements in connection
with any such registration, all registration and filing fees for the Option
Shares under federal and state securities laws, and expenses of complying with
the securities or blue sky laws of any jurisdictions; provided, however, the
Corporation shall not be liable for (a) any discounts or commissions to any
underwriter; (b) any stock transfer taxes incurred with respect to Option Shares
sold in the offering or (c) the fees and expenses of counsel for Employee,
provided that the Corporation will pay, the costs and expenses of Employee's
counsel 


                                       4
<PAGE>

when the Corporation's counsel is representing all selling security holders.

            SECTION 7.          Transfer of Option; Successors And Assigns. 
This Agreement (including the Option) and all rights hereunder shall not be
transferable at any time without the prior written consent of the Corporation.
This Agreement and all the rights hereunder shall be binding upon and inure to
the benefit of the parties hereto and their respective successors, assigns and
transferees.

            SECTION 8.          Notices. All notices or other communications 
which are required or permitted hereunder shall be in writing and sufficient if
delivered personally or sent by registered or certified mail, postage prepaid,
return receipt requested, addressed as follows:

            If the Corporation, to:

                  ACTV, Inc.
                  1270 Avenue of the Americas - Suite 2401
                  New York, New York  10020
                  Attention:  William C. Samuels, Chief Executive Officer

            With a copy to:

                  Jay M. Kaplowitz, Esquire
                  Gersten, Savage, Kaplowitz, Fredericks & Curtin
                  101 East 52nd Street
                  New York, New York  10022

            If to the Employee, to:

                  Bruce Crowley
                  257 West 17th Street, Apt. 4C
                  New York, New York  10011

or to such other address as the party to whom notice is to be given may have
furnished to the other party in writing in accordance herewith. If mailed as
aforesaid, any such communication shall be deemed to have been given on the
third business day following the day on which the piece of mail containing such
communication is posted.

            SECTION 9.          Governing Law.  This Agreement shall be 
governed by, and construed in accordance with the laws of the State of New York.

            SECTION 10.         Entire Agreement. This Agreement contains the 
entire agreement between the parties hereto with respect to the transactions
contemplated herein and supersedes all previously written or oral negotiations,

                                       5
<PAGE>

commitments, representations and agreement.

            SECTION 11.         Amendments and Modifications.  This Agreement, 
or any provision hereof, may not be amended, changed or modified without the
prior written consent of each of the parties hereto.

            SECTION 12.         Termination.  In addition to the termination 
provisions set forth in Section 1 hereof, the Option shall terminate and the
Option shall no longer be exercisable on December 31, 2002.

            IN WITNESS WHEREOF, the parties hereto have caused this Option
Agreement to be executed and delivered as of the date first above written.

                                   ACTV, Inc.

                                   By:
                                      ---------------------------
                                      William C. Samuels
                                      Chief Executive Officer

                                       6




                                OPTION AGREEMENT

            OPTION AGREEMENT dated February 21, 1998, between ACTV, Inc., a
Delaware corporation (the "Corporation") and William C. Samuels (the
"Employee").

            The Corporation desires to grant to the Employee the right and
option to purchase up to 525,000 shares (the "Option Shares") of Common Stock
(the "Common Stock"), of the Corporation, on the terms and subject to the
conditions hereinafter set forth.

            NOW, THEREFORE, in consideration of the receipt of $1.00 and other
good and valuable consideration, the receipt of which is hereby acknowledged,
the parties hereby agree as follows:

            SECTION 1. Option to Purchase Common Stock.

                  a. Subject to Section 12 hereof, the Corporation hereby grants
to the Employee an option (the "Option") to purchase from the Corporation
525,000 Option Shares, at a purchase price of $1.60 per Option Share (the
"Option Price"). The Employee's right and option to purchase the Option Shares
shall vest annually commencing January 1, 2000 until January 1, 2002, with
respect to installments of 175,000 Option Shares at the Option Price, so long as
the Employee is employed by the Corporation. Said right shall be cumulative so
that as of January 1, 2002, Optionee shall have the fully vested right to
purchase 525,000 Option Shares. In the event that the Employee's employment with
the Corporation terminates prior to January 1 of any year, the Employee shall
not have the right or option to purchase any part of the installment of 175,000
Option Shares that would have otherwise vested on such January 1. With respect
to the Option, the "Option Period" shall commence on the date hereof and
terminate on December 31, 2006.

                  b. The Option may be exercised by the Employee by delivery to
the Corporation, at any time commencing one year from the date hereof, of a
written notice (the "Option Notice"), which Option Notice shall state the
Employee's intention to exercise the Option, the date on which the Employee
proposes to purchase the Option Shares (the "Closing Date") and the number of
Option Shares to be purchased on the Closing Date, which Closing Date shall be
no later than 30 days nor earlier than 10 days following the date of the Option
Notice. Upon receipt by the Corporation of an Option Notice from the Employee,
the Employee shall be obligated to purchase that number of Option Shares to be
purchased on the Closing Date set forth in the Option Notice.

                  c. The purchase and sale of Option Shares acquired pursuant to
the terms of this Option Agreement shall be made on the Closing Date at the
offices of the Corporation. Delivery of the Stock certificate or other
instrument registered in the name of the Employee, evidencing the Option Shares
being purchased on the Closing Date, shall be made by the Corporation to the
holder of this Option on the Closing Date


<PAGE>

against the delivery to the Corporation of a check in the full amount of the
aggregate purchase price therefor.

            SECTION 2. Representations and Warranties of The Holder. The
Employee hereby represents and warrants to the Corporation that in the event the
Employee acquires any Option Shares, such Option Shares will be acquired for his
own account, for investment and not with a view to the distribution thereof. The
Employee understands that except as set forth in Section 6 hereof, the Option
Shares will not be registered under the Securities Act of 1933, as amended (the
"Securities Act"), by reason of their issuance in a transaction exempt from the
registration requirements of the Securities Act pursuant to Section 4 (2)
thereof and that they must be held indefinitely unless a subsequent disposition
thereof is registered under the Securities Act or the transaction is except from
registration.

            SECTION 3. Reorganization; Mergers; Sales; Etc. If, at any time
during the Option Period, there shall be any capital reorganization,
reclassification of Common Stock (other than a change in par value or from par
value to nor par value or from no par value to par value or as a result of a
stock dividend or subdivision, split-up or combination of shares), the
consolidation or merger of the Corporation with or into another corporation or
of the sale of all or substantially all the properties and assets of the
Corporation as an entirety to any other corporation or person, the unexercised
and fully vested portion of this Option shall, after such reorganization,
reclassification, consolidation, merger or sale, be exercisable for the kind and
number of shares of stock or other securities or property of the Corporation or
of the corporation resulting from such consolidation or surviving such merger or
to which such properties and assets shall have been sold to which the Employee
would have been entitled if the Employee had held shares of Common Stock
issuable upon the exercise hereof immediately prior to such reorganization,
reclassification, consolidation, merger or sale. The provisions of this Section
3 shall similarly apply to successive reorganizations, reclassifications,
consolidations, mergers and sales.

            SECTION 4. Adjustment of Option Shares and Option Price.

                  a. The number of Option Shares subject to this Option during
the Option Period shall be cumulative as to all prior dates of calculation and
shall be adjusted for any stock dividend, subdivision, split-up or combination
of Common Stock

                  b. If, at any time through December 31, 2001 of the Option
Period, the Corporation issues any previously unissued Common Stock as the
result of any financing, acquisition, joint venture or other business
transaction, then, during such period the number of shares subject to the Option
shall be adjusted such that the holder thereof shall have the right to exercise
the Option for the same percentage of the issued and outstanding Common Stock of
the Corporation after giving effect to such transaction (including the future
conversion or exercise of any option or warrants

                                       2
<PAGE>

issued in such transaction during the term of the Option, but converted
thereafter) as he held options for immediately prior to such transaction.

                  c. The Option Price shall be subject to adjustment from time
to time as follows:

                     (1) If, at any time during the Option Period, the number of
shares of Common Stock

outstanding is increased by a stock dividend payable in shares of Common Stock
or by a subdivision or split-up of shares of Common Stock, then, immediately
following the record date fixed for the determination of holders of shares of
Common Stock entitled to receive such stock dividend, subdivision or split-up,
the Option Price shall be appropriately decreased so that the number of shares
of Common Stock issuable upon the exercise hereof shall be increased in
proportion to such increase in outstanding shares.

                     (2) If, at any time during the Option Period, the number of
shares of Common Stock outstanding is decreased by a combination of outstanding
shares of Common Stock, then, immediately following the record date for such
combination, the Option Price shall be appropriately increased so that the
number of shares of Common Stock issuable upon the exercise hereof shall be
decreased in proportion to such decrease in outstanding shares.

            SECTION 5. Termination of the Options.

                  a. Termination of Options in General. Subject to subsections
(b) - (c) of this Section, the Option granted hereby shall terminate and the
Option shall no longer be exercisable after the earlier of December 31, 2006 or
one year after the date of termination of employment, except in the case of
death or disability.

                  b. Option Rights Upon Disability. If an Employee becomes
disabled while employed by the Corporation or any affiliate or subsidiary, the
Board of Directors or the Stock Option Committee of the Corporation, in its
discretion, may allow the Option to be fully exercised, to the extent that the
Employee was entitled to exercise the Option at the date of his disability.

                  c. Death of the Optionee. In the event that an Employee shall
die while he is an employee of the Corporation (or within one (1) year after the
termination of such employment) and prior to his complete exercise of the
Option, the Option may be exercised in whole or in part only: (i) by the
Employee's estate or on behalf of such person or persons to whom the Employee's
rights pass under his Will or by the laws of descent and distribution, (ii) to
the extent that the Employee was entitled to exercise the Option at the date of
his death, and (iii) prior to the expiration of the term of the Option, or
within one year after the date of death, whichever is earlier.

                                       3
<PAGE>

            SECTION 6. Piggyback Registration.

                  a. If, at any time commencing January 1, 2000 and expiring
December 31, 2006, the Corporation proposes to register any of its securities
under the Securities Act (other than in connection with a merger or pursuant to
Form S-8 or other comparable Form) it will give written notice by registered
mail, at least thirty (30) days prior to the filing of such registration
statement, to the Employee of its intention to do so. If the Employee notifies
the Corporation within ten (10) days after receipt of any such notice of his
desire to include any Option Shares, owned by him (on a fully vested basis) in
such proposed registration statement, the Corporation shall afford the Employee
the opportunity to have any of his Option Shares registered under such
registration statement, the Corporation shall afford the Employee the
opportunity to have any of his Option Shares registered under such registration
statement; provided that (i) such inclusion does not pose any significant legal
problem and (ii) if such registration statement is filed pursuant to an
underwritten public offering, the underwriter approves such inclusion.

                  b. Notwithstanding the provisions of this Section 6, the
Corporation shall have the right at any time after it shall have given written
notice pursuant to this Section 6 (irrespective of whether a written request for
inclusion of any Option Shares shall have been made) to elect not to file any
such proposed registration statement, or to withdraw the same after the filing
but prior to the effective date thereof.

                  c. Employee will cooperate with the Corporation in all
respects in connection with this Agreement, including, timely supplying all
information reasonably requested by the Corporation and executing and returning
all documents reasonably requested in connection with the registration and sale
of the Option Shares. In addition, Employee will comply with all applicable
provisions of state and federal securities laws, including rule 10b-6 and will
not, during the course of a distribution, purchase any of the securities being
distributed.

                  d. All expenses incurred in any registration of the Option
Shares under this Agreement shall be paid by the Corporation, including, without
limitation, printing expenses, fees and disbursements of counsel for the
Corporation, expenses of any audits to which the Corporation shall agree or
which shall be necessary to comply with governmental requirements in connection
with any such registration, all registration and filing fees for the Option
Shares under federal and state securities laws, and expenses of complying with
the securities or blue sky laws of any jurisdictions; provided, however, the
Corporation shall not be liable for (a) any discounts or commissions to any
underwriter; (b) any stock transfer taxes incurred with respect to Option Shares
sold in the offering or (c) the fees and expenses of counsel for Employee,
provided that the Corporation will pay, the costs and expenses of Employee's
counsel when the Corporation's counsel is representing all selling security
holders.

                                       4
<PAGE>

            SECTION 7. Transfer of Option; Successors And Assigns. This
Agreement (including the Option) and all rights hereunder shall not be
transferable at any time without the prior written consent of the Corporation.
This Agreement and all the rights hereunder shall be binding upon and inure to
the benefit of the parties hereto and their respective successors, assigns and
transferees.

            SECTION 8. Notices. All notices or other communications which are
required or permitted hereunder shall be in writing and sufficient if delivered
personally or sent by registered or certified mail, postage prepaid, return
receipt requested, addressed as follows:

            If the Corporation, to:

                  ACTV, Inc.
                  1270 Avenue of the Americas - Suite 2401
                  New York, New York  10020
                  Attention:  David Reese, Executive Vice President

            With a copy to:

                  Wesley C. Fredericks, Esquire
                  Gersten, Savage, Kaplowitz, Fredericks & Curtin
                  101 East 52nd Street
                  New York, New York  10022

            If to the Employee, to:

                  William C. Samuels
                  171 West 57th Street
                  New York, New York  10019

or to such other address as the party to whom notice is to be given may have
furnished to the other party in writing in accordance herewith. If mailed as
aforesaid, any such communication shall be deemed to have been given on the
third business day following the day on which the piece of mail containing such
communication is posted.

            SECTION 9. Governing Law. This Agreement shall be governed by, and
construed in accordance with the laws of the State of New York.

            SECTION 10. Entire Agreement. This Agreement contains the entire
agreement between the parties hereto with respect to the transactions
contemplated herein and supersedes all previously written or oral negotiations,
commitments, representations and agreement.


                                       5
<PAGE>

            SECTION 11. Amendments and Modifications. This Agreement, or any
provision hereof, may not be amended, changed or modified without the prior
written consent of each of the parties hereto.

            SECTION 12. Termination. In addition to the termination provisions
set forth in Section 1 hereof, the Option shall terminate and the Option shall
no longer be exercisable on December 31, 2006.












            IN WITNESS WHEREOF, the parties hereto have caused this Option
Agreement to be executed and delivered as of the date first above written.

                                                 ACTV, Inc.

                                                 By:
                                                     ---------------------------
                                                     David Reese
                                                     Executive Vice President

                                       6




                                OPTION AGREEMENT

            OPTION AGREEMENT dated February 21, 1998, between ACTV, Inc., a
Delaware corporation (the "Corporation") and Bruce Crowley (the "Employee").

            The Corporation desires to grant to the Employee the right and
option to purchase up to 201,000 shares (the "Option Shares") of Common Stock
(the "Common Stock"), of the Corporation, on the terms and subject to the
conditions hereinafter set forth.

            NOW, THEREFORE, in consideration of the receipt of $1.00 and other
good and valuable consideration, the receipt of which is hereby acknowledged,
the parties hereby agree as follows:

            SECTION 1. Option to Purchase Common Stock.

                  a. Subject to Section 12 hereof, the Corporation hereby grants
to the Employee an option (the "Option") to purchase from the Corporation
201,000 Option Shares, at a purchase price of $1.60 per Option Share (the
"Option Price"). The Employee's right and option to purchase the Option Shares
shall vest annually commencing January 1, 2000 until January 1, 2002, with
respect to installments of 67,000 Option Shares at the Option Price, so long as
the Employee is employed by the Corporation. Said right shall be cumulative so
that as of January 1, 2002, Optionee shall have the fully vested right to
purchase 201,000 Option Shares. In the event that the Employee's employment with
the Corporation terminates prior to January 1 of any year, the Employee shall
not have the right or option to purchase any part of the installment of 67,000
Option Shares that would have otherwise vested on such January 1. With respect
to the Option, the "Option Period" shall commence on the date hereof and
terminate on December 31, 2006.

                  b. The Option may be exercised by the Employee by delivery to
the Corporation, at any time commencing one year from the date hereof, of a
written notice (the "Option Notice"), which Option Notice shall state the
Employee's intention to exercise the Option, the date on which the Employee
proposes to purchase the Option Shares (the "Closing Date") and the number of
Option Shares to be purchased on the Closing Date, which Closing Date shall be
no later than 30 days nor earlier than 10 days following the date of the Option
Notice. Upon receipt by the Corporation of an Option Notice from the Employee,
the Employee shall be obligated to purchase that number of Option Shares to be
purchased on the Closing Date set forth in the Option Notice.

                  c. The purchase and sale of Option Shares acquired pursuant to
the terms of this Option Agreement shall be made on the Closing Date at the
offices of the Corporation. Delivery of the Stock certificate or other
instrument registered in the name of the Employee, evidencing the Option Shares
being purchased on the Closing Date, shall be made by the Corporation to the
holder of this Option on the Closing Date

<PAGE>

against the delivery to the Corporation of a check in the full amount of the
aggregate purchase price therefor.

            SECTION 2. Representations and Warranties of The Holder. The
Employee hereby represents and warrants to the Corporation that in the event the
Employee acquires any Option Shares, such Option Shares will be acquired for his
own account, for investment and not with a view to the distribution thereof. The
Employee understands that except as set forth in Section 6 hereof, the Option
Shares will not be registered under the Securities Act of 1933, as amended (the
"Securities Act"), by reason of their issuance in a transaction exempt from the
registration requirements of the Securities Act pursuant to Section 4 (2)
thereof and that they must be held indefinitely unless a subsequent disposition
thereof is registered under the Securities Act or the transaction is except from
registration.

            SECTION 3. Reorganization; Mergers; Sales; Etc. If, at any time
during the Option Period, there shall be any capital reorganization,
reclassification of Common Stock (other than a change in par value or from par
value to nor par value or from no par value to par value or as a result of a
stock dividend or subdivision, split-up or combination of shares), the
consolidation or merger of the Corporation with or into another corporation or
of the sale of all or substantially all the properties and assets of the
Corporation as an entirety to any other corporation or person, the unexercised
and fully vested portion of this Option shall, after such reorganization,
reclassification, consolidation, merger or sale, be exercisable for the kind and
number of shares of stock or other securities or property of the Corporation or
of the corporation resulting from such consolidation or surviving such merger or
to which such properties and assets shall have been sold to which the Employee
would have been entitled if the Employee had held shares of Common Stock
issuable upon the exercise hereof immediately prior to such reorganization,
reclassification, consolidation, merger or sale. The provisions of this Section
3 shall similarly apply to successive reorganizations, reclassifications,
consolidations, mergers and sales.

            SECTION 4. Adjustment of Option Shares and Option Price.

                  a. The number of Option Shares subject to this Option during
the Option Period shall be cumulative as to all prior dates of calculation and
shall be adjusted for any stock dividend, subdivision, split-up or combination
of Common Stock.

                  b. If, at any time through December 31, 2001 of the Option
Period, the Corporation issues any previously unissued Common Stock as the
result of any financing, acquisition, joint venture or other business
transaction, then, during such period the number of shares subject to the Option
shall be adjusted such that the holder thereof shall have the right to exercise
the Option for the same percentage of the issued and outstanding Common Stock of
the Corporation after giving effect to such transaction (including the future
conversion or exercise of any option or warrants


                                       2
<PAGE>

issued in such transaction during the term of the Option, but converted
thereafter) as he held options for immediately prior to such transaction.

                  c. The Option Price shall be subject to adjustment from time
to time as follows:

                     (1) If, at any time during the Option Period, the number of
shares of Common Stock outstanding is increased by a stock dividend payable in
shares of Common Stock or by a subdivision or split-up of shares of Common
Stock, then, immediately following the record date fixed for the determination
of holders of shares of Common Stock entitled to receive such stock dividend,
subdivision or split-up, the Option Price shall be appropriately decreased so
that the number of shares of Common Stock issuable upon the exercise hereof
shall be increased in proportion to such increase in outstanding shares.

                     (2) If, at any time during the Option Period, the number of
shares of Common Stock outstanding is decreased by a combination of outstanding
shares of Common Stock, then, immediately following the record date for such
combination, the Option Price shall be appropriately increased so that the
number of shares of Common Stock issuable upon the exercise hereof shall be
decreased in proportion to such decrease in outstanding shares.

            SECTION 5. Termination of the Options.

                  a. Termination of Options in General. Subject to subsections
(b) - (c) of this Section, the Option granted hereby shall terminate and the
Option shall no longer be exercisable after the earlier of December 31, 2006 or
one year after the date of termination of employment, except in the case of
death or disability.

                  b. Option Rights Upon Disability. If an Employee becomes
disabled while employed by the Corporation or any affiliate or subsidiary, the
Board of Directors or the Stock Option Committee of the Corporation, in its
discretion, may allow the Option to be fully exercised, to the extent that the
Employee was entitled to exercise the Option at the date of his disability.

                  c. Death of the Optionee. In the event that an Employee shall
die while he is an employee of the Corporation (or within one (1) year after the
termination of such employment) and prior to his complete exercise of the
Option, the Option may be exercised in whole or in part only: (i) by the
Employee's estate or on behalf of such person or persons to whom the Employee's
rights pass under his Will or by the laws of descent and distribution, (ii) to
the extent that the Employee was entitled to exercise the Option at the date of
his death, and (iii) prior to the expiration of the term of the Option, or
within one year after the date of death, whichever is earlier.

                                       3
<PAGE>

            SECTION 6. Piggyback Registration.

                  a. If, at any time commencing January 1, 2000 and expiring
December 31, 2006, the Corporation proposes to register any of its securities
under the Securities Act (other than in connection with a merger or pursuant to
Form S-8 or other comparable Form) it will give written notice by registered
mail, at least thirty (30) days prior to the filing of such registration
statement, to the Employee of its intention to do so. If the Employee notifies
the Corporation within ten (10) days after receipt of any such notice of his
desire to include any Option Shares, owned by him (on a fully vested basis) in
such proposed registration statement, the Corporation shall afford the Employee
the opportunity to have any of his Option Shares registered under such
registration statement, the Corporation shall afford the Employee the
opportunity to have any of his Option Shares registered under such registration
statement; provided that (i) such inclusion does not pose any significant legal
problem and (ii) if such registration statement is filed pursuant to an
underwritten public offering, the underwriter approves such inclusion.

                  b. Notwithstanding the provisions of this Section 6, the
Corporation shall have the right at any time after it shall have given written
notice pursuant to this Section 6 (irrespective of whether a written request for
inclusion of any Option Shares shall have been made) to elect not to file any
such proposed registration statement, or to withdraw the same after the filing
but prior to the effective date thereof.

                  c. Employee will cooperate with the Corporation in all
respects in connection with this Agreement, including, timely supplying all
information reasonably requested by the Corporation and executing and returning
all documents reasonably requested in connection with the registration and sale
of the Option Shares. In addition, Employee will comply with all applicable
provisions of state and federal securities laws, including rule 10b-6 and will
not, during the course of a distribution, purchase any of the securities being
distributed.

                  d. All expenses incurred in any registration of the Option
Shares under this Agreement shall be paid by the Corporation, including, without
limitation, printing expenses, fees and disbursements of counsel for the
Corporation, expenses of any audits to which the Corporation shall agree or
which shall be necessary to comply with governmental requirements in connection
with any such registration, all registration and filing fees for the Option
Shares under federal and state securities laws, and expenses of complying with
the securities or blue sky laws of any jurisdictions; provided, however, the
Corporation shall not be liable for (a) any discounts or commissions to any
underwriter; (b) any stock transfer taxes incurred with respect to Option Shares
sold in the offering or (c) the fees and expenses of counsel for Employee,
provided that the Corporation will pay, the costs and expenses of Employee's
counsel when the Corporation's counsel is representing all selling security
holders.

                                       4
<PAGE>

            SECTION 7. Transfer of Option; Successors And Assigns. This
Agreement (including the Option) and all rights hereunder shall not be
transferable at any time without the prior written consent of the Corporation.
This Agreement and all the rights hereunder shall be binding upon and inure to
the benefit of the parties hereto and their respective successors, assigns and
transferees.

            SECTION 8. Notices. All notices or other communications which are
required or permitted hereunder shall be in writing and sufficient if delivered
personally or sent by registered or certified mail, postage prepaid, return
receipt requested, addressed as follows:

            If the Corporation, to:

                  ACTV, Inc.
                  1270 Avenue of the Americas - Suite 2401
                  New York, New York  10020
                  Attention:  William C. Samuels, Chief Executive Officer

            With a copy to:

                  Wesley C. Fredericks, Esquire
                  Gersten, Savage, Kaplowitz, Fredericks & Curtin
                  101 East 52nd Street
                  New York, New York  10022

            If to the Employee, to:

                  Bruce Crowley
                  257 West 17th Street, Apt. 4C
                  New York, New York  10011

or to such other address as the party to whom notice is to be given may have
furnished to the other party in writing in accordance herewith. If mailed as
aforesaid, any such communication shall be deemed to have been given on the
third business day following the day on which the piece of mail containing such
communication is posted.

            SECTION 9. Governing Law. This Agreement shall be governed by, and
construed in accordance with the laws of the State of New York.

            SECTION 10. Entire Agreement. This Agreement contains the entire
agreement between the parties hereto with respect to the transactions
contemplated herein and supersedes all previously written or oral negotiations,
commitments, representations and agreement.

                                       5
<PAGE>

            SECTION 11. Amendments and Modifications. This Agreement, or any
provision hereof, may not be amended, changed or modified without the prior
written consent of each of the parties hereto.

            SECTION 12. Termination.  In addition to the termination provisions
set forth in Section 1 hereof, the Option shall terminate and the Option shall
no longer be exercisable on December 31, 2006.












            IN WITNESS WHEREOF, the parties hereto have caused this Option
Agreement to be executed and delivered as of the date first above written.


                                                 ACTV, Inc.

                                                 By:
                                                     ---------------------------
                                                     William C. Samuels
                                                     Chief Executive Officer

                                       6



                                OPTION AGREEMENT

            OPTION AGREEMENT dated February 21, 1998, between ACTV, Inc., a
Delaware corporation (the "Corporation") and David Reese (the "Employee").

            The Corporation desires to grant to the Employee the right and
option to purchase up to 330,000 shares (the "Option Shares") of Common Stock
(the "Common Stock"), of the Corporation, on the terms and subject to the
conditions hereinafter set forth.

            NOW, THEREFORE, in consideration of the receipt of $1.00 and other
good and valuable consideration, the receipt of which is hereby acknowledged,
the parties hereby agree as follows:

            SECTION 1. Option to Purchase Common Stock.

                  a. Subject to Section 12 hereof, the Corporation hereby grants
to the Employee an option (the "Option") to purchase from the Corporation
330,000 Option Shares, at a purchase price of $1.60 per Option Share (the
"Option Price"). The Employee's right and option to purchase the Option Shares
shall vest annually commencing January 1, 2000 until January 1, 2002, with
respect to installments of 110,000 Option Shares at the Option Price, so long as
the Employee is employed by the Corporation. Said right shall be cumulative so
that as of January 1, 2002, Optionee shall have the fully vested right to
purchase 330,000 Option Shares. In the event that the Employee's employment with
the Corporation terminates prior to January 1 of any year, the Employee shall
not have the right or option to purchase any part of the installment of 110,000
Option Shares that would have otherwise vested on such January 1. With respect
to the Option, the "Option Period" shall commence on the date hereof and
terminate on December 31, 2006.

                  b. The Option may be exercised by the Employee by delivery to
the Corporation, at any time commencing one year from the date hereof, of a
written notice (the "Option Notice"), which Option Notice shall state the
Employee's intention to exercise the Option, the date on which the Employee
proposes to purchase the Option Shares (the "Closing Date") and the number of
Option Shares to be purchased on the Closing Date, which Closing Date shall be
no later than 30 days nor earlier than 10 days following the date of the Option
Notice. Upon receipt by the Corporation of an Option Notice from the Employee,
the Employee shall be obligated to purchase that number of Option Shares to be
purchased on the Closing Date set forth in the Option Notice.

                  c. The purchase and sale of Option Shares acquired pursuant to
the terms of this Option Agreement shall be made on the Closing Date at the
offices of the Corporation. Delivery of the Stock certificate or other
instrument registered in the name of the Employee, evidencing the Option Shares
being purchased on the Closing Date, shall be made by the Corporation to the
holder of this Option on the Closing Date

<PAGE>

against the delivery to the Corporation of a check in the full amount of the
aggregate purchase price therefor.

            SECTION 2. Representations and Warranties of The Holder. The
Employee hereby represents and warrants to the Corporation that in the event the
Employee acquires any Option Shares, such Option Shares will be acquired for his
own account, for investment and not with a view to the distribution thereof. The
Employee understands that except as set forth in Section 6 hereof, the Option
Shares will not be registered under the Securities Act of 1933, as amended (the
"Securities Act"), by reason of their issuance in a transaction exempt from the
registration requirements of the Securities Act pursuant to Section 4 (2)
thereof and that they must be held indefinitely unless a subsequent disposition
thereof is registered under the Securities Act or the transaction is except from
registration.

            SECTION 3. Reorganization; Mergers; Sales; Etc. If, at any time
during the Option Period, there shall be any capital reorganization,
reclassification of Common Stock (other than a change in par value or from par
value to nor par value or from no par value to par value or as a result of a
stock dividend or subdivision, split-up or combination of shares), the
consolidation or merger of the Corporation with or into another corporation or
of the sale of all or substantially all the properties and assets of the
Corporation as an entirety to any other corporation or person, the unexercised
and fully vested portion of this Option shall, after such reorganization,
reclassification, consolidation, merger or sale, be exercisable for the kind and
number of shares of stock or other securities or property of the Corporation or
of the corporation resulting from such consolidation or surviving such merger or
to which such properties and assets shall have been sold to which the Employee
would have been entitled if the Employee had held shares of Common Stock
issuable upon the exercise hereof immediately prior to such reorganization,
reclassification, consolidation, merger or sale. The provisions of this Section
3 shall similarly apply to successive reorganizations, reclassifications,
consolidations, mergers and sales.

            SECTION 4. Adjustment of Option Shares and Option Price.

                  a. The number of Option Shares subject to this Option during
the Option Period shall be cumulative as to all prior dates of calculation and
shall be adjusted for any stock dividend, subdivision, split-up or combination
of Common Stock.

                  b. If, at any time through December 31, 2001 of the Option
Period, the Corporation issues any previously unissued Common Stock as the
result of any financing, acquisition, joint venture or other business
transaction, then, during such period the number of shares subject to the Option
shall be adjusted such that the holder thereof shall have the right to exercise
the Option for the same percentage of the issued and outstanding Common Stock of
the Corporation after giving effect to such transaction (including the future
conversion or exercise of any option or warrants

                                       2
<PAGE>

issued in such transaction during the term of the Option, but converted
thereafter) as he held options for immediately prior to such transaction.

                  c. The Option Price shall be subject to adjustment from time
to time as follows:

                     (1) If, at any time during the Option Period, the number of

shares of Common Stock outstanding is increased by a stock dividend payable in
shares of Common Stock or by a subdivision or split-up of shares of Common
Stock, then, immediately following the record date fixed for the determination
of holders of shares of Common Stock entitled to receive such stock dividend,
subdivision or split-up, the Option Price shall be appropriately decreased so
that the number of shares of Common Stock issuable upon the exercise hereof
shall be increased in proportion to such increase in outstanding shares.

                     (2) If, at any time during the Option Period, the number of
shares of Common Stock outstanding is decreased by a combination of outstanding
shares of Common Stock, then, immediately following the record date for such
combination, the Option Price shall be appropriately increased so that the
number of shares of Common Stock issuable upon the exercise hereof shall be
decreased in proportion to such decrease in outstanding shares.

            SECTION 5. Termination of the Options.

                  a. Termination of Options in General. Subject to subsections
(b) - (c) of this Section, the Option granted hereby shall terminate and the
Option shall no longer be exercisable after the earlier of December 31, 2006 or
one year after the date of termination of employment, except in the case of
death or disability.

                  b. Option Rights Upon Disability. If an Employee becomes
disabled while employed by the Corporation or any affiliate or subsidiary, the
Board of Directors or the Stock Option Committee of the Corporation, in its
discretion, may allow the Option to be fully exercised, to the extent that the
Employee was entitled to exercise the Option at the date of his disability.

                  c. Death of the Optionee. In the event that an Employee shall
die while he is an employee of the Corporation (or within one (1) year after the
termination of such employment) and prior to his complete exercise of the
Option, the Option may be exercised in whole or in part only: (i) by the
Employee's estate or on behalf of such person or persons to whom the Employee's
rights pass under his Will or by the laws of descent and distribution, (ii) to
the extent that the Employee was entitled to exercise the Option at the date of
his death, and (iii) prior to the expiration of the term of the Option, or
within one year after the date of death, whichever is earlier.


                                       3
<PAGE>

            SECTION 6. Piggyback Registration.

                  a. If, at any time commencing January 1, 2000 and expiring
December 31, 2006, the Corporation proposes to register any of its securities
under the Securities Act (other than in connection with a merger or pursuant to
Form S-8 or other comparable Form) it will give written notice by registered
mail, at least thirty (30) days prior to the filing of such registration
statement, to the Employee of its intention to do so. If the Employee notifies
the Corporation within ten (10) days after receipt of any such notice of his
desire to include any Option Shares, owned by him (on a fully vested basis) in
such proposed registration statement, the Corporation shall afford the Employee
the opportunity to have any of his Option Shares registered under such
registration statement, the Corporation shall afford the Employee the
opportunity to have any of his Option Shares registered under such registration
statement; provided that (i) such inclusion does not pose any significant legal
problem and (ii) if such registration statement is filed pursuant to an
underwritten public offering, the underwriter approves such inclusion.

                  b. Notwithstanding the provisions of this Section 6, the
Corporation shall have the right at any time after it shall have given written
notice pursuant to this Section 6 (irrespective of whether a written request for
inclusion of any Option Shares shall have been made) to elect not to file any
such proposed registration statement, or to withdraw the same after the filing
but prior to the effective date thereof.

                  c. Employee will cooperate with the Corporation in all
respects in connection with this Agreement, including, timely supplying all
information reasonably requested by the Corporation and executing and returning
all documents reasonably requested in connection with the registration and sale
of the Option Shares. In addition, Employee will comply with all applicable
provisions of state and federal securities laws, including rule 10b-6 and will
not, during the course of a distribution, purchase any of the securities being
distributed.

                  d. All expenses incurred in any registration of the Option
Shares under this Agreement shall be paid by the Corporation, including, without
limitation, printing expenses, fees and disbursements of counsel for the
Corporation, expenses of any audits to which the Corporation shall agree or
which shall be necessary to comply with governmental requirements in connection
with any such registration, all registration and filing fees for the Option
Shares under federal and state securities laws, and expenses of complying with
the securities or blue sky laws of any jurisdictions; provided, however, the
Corporation shall not be liable for (a) any discounts or commissions to any
underwriter; (b) any stock transfer taxes incurred with respect to Option Shares
sold in the offering or (c) the fees and expenses of counsel for Employee,
provided that the Corporation will pay, the costs and expenses of Employee's
counsel when the Corporation's counsel is representing all selling security
holders.


                                       4
<PAGE>

            SECTION 7. Transfer of Option; Successors And Assigns. This
Agreement (including the Option) and all rights hereunder shall not be
transferable at any time without the prior written consent of the Corporation.
This Agreement and all the rights hereunder shall be binding upon and inure to
the benefit of the parties hereto and their respective successors, assigns and
transferees.

            SECTION 8. Notices. All notices or other communications which are
required or permitted hereunder shall be in writing and sufficient if delivered
personally or sent by registered or certified mail, postage prepaid, return
receipt requested, addressed as follows:

            If the Corporation, to:

                  ACTV, Inc.
                  1270 Avenue of the Americas - Suite 2401
                  New York, New York  10020
                  Attention:  William C. Samuels, Chief Executive Officer

            With a copy to:

                  Wesley C. Fredericks
                  Gersten, Savage, Kaplowitz, Fredericks & Curtin
                  101 East 52nd Street
                  New York, New York  10022

            If to the Employee, to:

                  David Reese
                  30 Maclay Road
                  Montville, New Jersey  07045

or to such other address as the party to whom notice is to be given may have
furnished to the other party in writing in accordance herewith. If mailed as
aforesaid, any such communication shall be deemed to have been given on the
third business day following the day on which the piece of mail containing such
communication is posted.

            SECTION 9. Governing Law. This Agreement shall be governed  by, and
construed in accordance with the laws of the State of New York.

            SECTION 10. Entire Agreement. This Agreement contains the entire
agreement between the parties hereto with respect to the transactions
contemplated herein and supersedes all previously written or oral negotiations,
commitments, representations and agreement.


                                       5
<PAGE>

            SECTION 11. Amendments and Modifications. This Agreement,
or any provision hereof, may not be amended, changed or modified without the
prior written consent of each of the parties hereto.

            SECTION 12. Termination. In addition to the termination provisions
set forth in Section 1 hereof, the Option shall terminate and the Option shall
no longer be exercisable on December 31, 2006.

















            IN WITNESS WHEREOF, the parties hereto have caused this Option
Agreement to be executed and delivered as of the date first above written.


                                            ACTV, Inc.

                                            By:
                                                --------------------------------
                                                William C. Samuels
                                                Chief Executive Officer

                                       6




                                OPTION AGREEMENT

            OPTION AGREEMENT dated March 24, 1997 and amended July 29, 1997
between ACTV, Inc., a Delaware corporation (the "Corporation") and William C.
Samuels (the "Employee").

            The Corporation desires to grant to the Employee the right and
option to purchase up to 613,035 shares (the "Option Shares") of Common Stock
(the "Common Stock"), of the Corporation, on the terms and subject to the
conditions hereinafter set forth.

            NOW, THEREFORE, in consideration of the receipt of $1.00 and other
good and valuable consideration, the receipt of which is hereby acknowledged,
the parties hereby agree as follows:

            SECTION 1. Option to Purchase Common Stock.

                  a. Subject to Section 12 hereof, the Corporation hereby grants
to the Employee an option (the "Option") to purchase from the Corporation
613,035 Option Shares, at a purchase price of $1.50 per Option Share (the
"Option Price"). The Employee's right and option to purchase the Option Shares
are fully vested. With respect to the Option, the "Option Period" shall commence
on the date hereof and terminate on December 31, 2002.

                  b. The Option may be exercised by the Employee by delivery to
the Corporation, at any time commencing one year from the date hereof, of a
written notice (the "Option Notice"), which Option Notice shall state the
Employee's intention to exercise the Option, the date on which the Employee
proposes to purchase the Option Shares (the "Closing Date") and the number of
Option Shares to be purchased on the Closing Date, which Closing Date shall be
no later than 30 days nor earlier than 10 days following the date of the Option
Notice. Upon receipt by the Corporation of an Option Notice from the Employee,
the Employee shall be obligated to purchase that number of Option Shares to be
purchased on the Closing Date set forth in the Option Notice.

                  c. The purchase and sale of Option Shares acquired pursuant to
the terms of this Option Agreement shall be made on the Closing Date at the
offices of the Corporation. Delivery of the Stock certificate or other
instrument registered in the name of the Employee, evidencing the Option Shares
being purchased on the Closing Date, shall be made by the Corporation to the
holder of this Option on the Closing Date against the delivery to the
Corporation of a check in the full amount of the aggregate purchase price
therefor.

            SECTION 2. Representations and Warranties of The Holder. The
Employee hereby represents and warrants to the Corporation that in the event the


<PAGE>

Employee acquires any Option Shares, such Option Shares will be acquired for his
own account, for investment and not with a view to the distribution thereof. The
Employee understands that except as set forth in Section 6 hereof, the Option
Shares will not be registered under the Securities Act of 1933, as amended (the
"Securities Act"), by reason of their issuance in a transaction exempt from the
registration requirements of the Securities Act pursuant to Section 4 (2)
thereof and that they must be held indefinitely unless a subsequent disposition
thereof is registered under the Securities Act or the transaction is exempt from
registration.

            SECTION 3. Reorganization; Mergers; Sales; Etc. If, at any time
during the Option Period, there shall be any capital reorganization,
reclassification of Common Stock (other than a change in par value or from par
value to nor par value or from no par value to par value or as a result of a
stock dividend or subdivision, split-up or combination of shares), the
consolidation or merger of the Corporation with or into another corporation or
of the sale of all or substantially all the properties and assets of the
Corporation as an entirety to any other corporation or person, the unexercised
and fully vested portion of this Option shall, after such reorganization,
reclassification, consolidation, merger or sale, be exercisable for the kind and
number of shares of stock or other securities or property of the Corporation or
of the corporation resulting from such consolidation or surviving such merger or
to which such properties and assets shall have been sold to which the Employee
would have been entitled if the Employee had held shares of Common Stock
issuable upon the exercise hereof immediately prior to such reorganization,
reclassification, consolidation, merger or sale. The provisions of this Section
3 shall similarly apply to successive reorganizations, reclassifications,
consolidations, mergers and sales.

            SECTION 4. Adjustment of Option Shares and Option Price.

                  a. The number of Option Shares subject to this Option during
the Option Period shall be cumulative as to all prior dates of calculation and
shall be adjusted for any stock dividend, subdivision, split-up or combination
of Common Stock.

                  b. The Option Price shall be subject to adjustment from time
to time as follows:

                     (1) If, at any time during the Option Period, the number of
shares of Common Stock outstanding is increased by a stock dividend payable in
shares of Common Stock or by a subdivision or split-up of shares of Common
Stock, then, immediately following the record date fixed for the determination
of holders of shares of Common Stock entitled to receive such stock dividend,
subdivision or split-up, the Option Price shall be appropriately decreased so
that the number of shares of Common Stock issuable upon the exercise hereof
shall be increased in proportion to such increase in outstanding shares.


                                       2
<PAGE>

                     (2) If, at any time during the Option Period, the number of
shares of Common Stock outstanding is decreased by a combination of outstanding
shares of Common Stock, then, immediately following the record date for such
combination, the Option Price shall be appropriately increased so that the
number of shares of Common Stock issuable upon the exercise hereof shall be
decreased in proportion to such decrease in outstanding shares.

                     (3)  If, at any time between August 1, 1989 and August 1, 
1993 the Corporation issues any previously unissued Common Stock as a result of
any financing, acquisition, joint venture or other business transaction, then,
during such period the number of shares subject to 120,000 of the Option shall
be adjusted such that the holder thereof shall have the right to exercise the
Option for the same percentage of the issued and outstanding Common Stock of the
Corporation after giving effect to such transaction (including the future
conversion or exercise of any option or warrants issued in such transaction
during the term of the Option, but converted thereafter) as he held options for
immediately prior to such transaction.

            SECTION 5. Termination of the Options.

                  a. Termination of Options in General. The Option granted
hereby shall terminate and the Option shall no longer be exercisable after
December 31, 2002.

                  b. Death of the Optinee. In the event that an Employee shall
die prior to his complete exercise of the Option, the Option may be exercised in
whole or in part only by the Employee's estate or on behalf of such person or
persons to whom the Employee's rights pass under his Will or by the laws of
descent and distribution.

            SECTION 6. Piggyback Registration.

                  a. If, at any time the Corporation proposes to register any of
its securities under the Securities Act (other than in connection with a merger
or pursuant to Form S-8 or other comparable Form) it will give written notice by
registered mail, at least thirty (30) days prior to the filing of such
registration statement, to the Employee of its intention to do so. If the
Employee notifies the Corporation within ten (10) days after receipt of any such
notice of his desire to include any Option Shares, owned by him (on a fully
vested basis) in such proposed registration statement, the Corporation shall
afford the Employee the opportunity to have any of his Option Shares registered
under such registration statement, the Corporation shall afford the Employee the
opportunity to have any of his Option Shares registered under such registration
statement; provided that (i) such inclusion does not pose any significant legal
problem and (ii) if such registration statement is filed pursuant to an
underwritten public offering, the underwriter approves such inclusion.

                  b. Notwithstanding the provisions of this Section 6, the
Corporation shall have the right at any time after it shall have given written
notice pursuant to this Section 6 (irrespective of whether a written request for
inclusion of any

                                       3
<PAGE>

Option Shares shall have been made) to elect not to file any such proposed
registration statement, or to withdraw the same after the filing but prior to
the effective date thereof.

                  c. Employee will cooperate with the Corporation in all
respects in connection with this Agreement, including, timely supplying all
information reasonably requested by the Corporation and executing and returning
all documents reasonably requested in connection with the registration and sale
of the Option Shares. In addition, Employee will comply with all applicable
provisions of state and federal securities laws, including rule 10b-6 and will
not, during the course of a distribution, purchase any of the securities being
distributed.

                  d. All expenses incurred in any registration of the Option
Shares under this Agreement shall be paid by the Corporation, including, without
limitation, printing expenses, fees and disbursements of counsel for the
Corporation, expenses of any audits to which the Corporation shall agree or
which shall be necessary to comply with governmental requirements in connection
with any such registration, all registration and filing fees for the Option
Shares under federal and state securities laws, and expenses of complying with
the securities or blue sky laws of any jurisdictions; provided, however, the
Corporation shall not be liable for (a) any discounts or commissions to any
underwriter; (b) any stock transfer taxes incurred with respect to Option Shares
sold in the offering or (c) the fees and expenses of counsel for Employee,
provided that the Corporation will pay, the costs and expenses of Employee's
counsel when the Corporation's counsel is representing all selling security
holders.

            SECTION 7. Transfer of Option; Successors And Assigns. This
Agreement (including the Option) and all rights hereunder shall not be
transferable at any time without the prior written consent of the Corporation.
This Agreement and all the rights hereunder shall be binding upon and inure to
the benefit of the parties hereto and their respective successors, assigns and
transferees.

            SECTION 8. Notices. All notices or other communications which are
required or permitted hereunder shall be in writing and sufficient if delivered
personally or sent by registered or certified mail, postage prepaid, return
receipt requested, addressed as follows:

            If the Corporation, to:

                  ACTV, Inc.
                  1270 Avenue of the Americas - Suite 2401
                  New York, New York  10020
                  Attention:  William C. Samuels, Chief Executive Officer


                                       4
<PAGE>

            With a copy to:

                  Wesley C. Fredericks
                  Gersten, Savage, Kaplowitz, Fredericks & Curtin
                  101 East 52 Street
                  New York, New York  10022

            If to the Employee, to:

                  William C. Samuels
                  171 West 57th Street
                  New York, New York 10019

or to such other address as the party to whom notice is to be given may have
furnished to the other party in writing in accordance herewith. If mailed as
aforesaid, any such communication shall be deemed to have been given on the
third business day following the day on which the piece of mail containing such
communication is posted.

            SECTION 9. Governing Law. This Agreement shall be governed by, and
construed in accordance with the laws of the State of New York.

            SECTION 10. Entire Agreement. This Agreement contains the entire
agreement between the parties hereto with respect to the transactions
contemplated herein and supersedes all previously written or oral negotiations,
commitments, representations and agreement, specifically the option agreements
dated August 1, 1989 and December 31, 1994.

            SECTION 11. Amendments and Modifications. This Agreement, or any
provision hereof, may not be amended, changed or modified without the prior
written consent of each of the parties hereto.

            SECTION 12. Termination.  In  addition  to  the  termination
provisions set forth in Section 1 hereof, the Option shall terminate and the
Option shall no longer be exercisable on December 31, 2002.

            IN WITNESS WHEREOF, the parties hereto have caused this Option
Agreement to be executed and delivered as of the date first above written.

                                                 ACTV, Inc.

                                                 By:
                                                     ---------------------------
                                                        Christopher Cline

                                       5



                                OPTION AGREEMENT


            OPTION AGREEMENT dated March 24, 1997 and amended July 29, 1997
between ACTV, Inc., a Delaware corporation (the "Corporation") and Christopher
C. Cline (the "Employee").

            The Corporation desires to grant to the Employee the right and
option to purchase up to 50,000 shares (the "Option Shares") of Common Stock
(the "Common Stock"), of the Corporation, on the terms and subject to the
conditions hereinafter set forth.

            NOW, THEREFORE, in consideration of the receipt of $1.00 and other
good and valuable consideration, the receipt of which is hereby acknowledged,
the parties hereby agree as follows:

            SECTION 1. Option to Purchase Common Stock.

                  a.    Subject to Section 12 hereof, the Corporation hereby
grants to the Employee an option (the "Option") to purchase from the Corporation
50,000 Option Shares, at a purchase price of $1.50 per Option Share (the "Option
Price"). The Employee's right and option to purchase 33,332 Option Shares shall
vest immediately; 8,333 of the Option Shares shall vest August 15, 1997 and
8,334 shall vest August 15, 1998, so long as the Employee is employed by the
Corporation. Said right shall be cumulative so that as of August 15, 1998,
Optionee shall have the fully vested right to purchase 50,000 Option Shares. In
the event that the Employee's employment with the Corporation terminates prior
to August 15 of any year, the Employee shall not have the right or option to
purchase any part of the installment of Option Shares that would have otherwise
vested on such August 15. With respect to the Option, the "Option Period" shall
commence on the date hereof and terminate on December 31, 2002.

                  b.    The Option may be exercised by the Employee by delivery
to the Corporation, at any time commencing one year from the date hereof, of a
written notice (the "Option Notice"), which Option Notice shall state the
Employee's intention to exercise the Option, the date on which the Employee
proposes to purchase the Option Shares (the "Closing Date") and the number of
Option Shares to be purchased on the Closing Date, which Closing Date shall be
no later than 30 days nor earlier than 10 days following the date of the Option
Notice. Upon receipt by the Corporation of an Option Notice from the Employee,
the Employee shall be obligated to purchase that number of Option Shares to be
purchased on the Closing Date set forth in the Option Notice.

                  c.    The purchase and sale of Option Shares acquired pursuant
to the terms of this Option Agreement shall be made on the Closing Date at the
offices of the Corporation. Delivery of the Stock certificate or other
instrument registered in the name of the Employee, evidencing the Option Shares
being purchased on the Closing

<PAGE>


Date, shall be made by the Corporation to the holder of this Option on the
Closing Date against the delivery to the Corporation of a check in the full
amount of the aggregate purchase price therefor.

            SECTION 2. Representations and Warranties of The Holder. The
Employee hereby represents and warrants to the Corporation that in the event the
Employee acquires any Option Shares, such Option Shares will be acquired for his
own account, for investment and not with a view to the distribution thereof. The
Employee understands that except as set forth in Section 6 hereof, the Option
Shares will not be registered under the Securities Act of 1933, as amended (the
"Securities Act"), by reason of their issuance in a transaction exempt from the
registration requirements of the Securities Act pursuant to Section 4 (2)
thereof and that they must be held indefinitely unless a subsequent disposition
thereof is registered under the Securities Act or the transaction is exempt from
registration.

            SECTION 3. Reorganization; Mergers; Sales; Etc. If, at any time
during the Option Period, there shall be any capital reorganization,
reclassification of Common Stock (other than a change in par value or from par
value to nor par value or from no par value to par value or as a result of a
stock dividend or subdivision, split-up or combination of shares), the
consolidation or merger of the Corporation with or into another corporation or
of the sale of all or substantially all the properties and assets of the
Corporation as an entirety to any other corporation or person, the unexercised
and fully vested portion of this Option shall, after such reorganization,
reclassification, consolidation, merger or sale, be exercisable for the kind and
number of shares of stock or other securities or property of the Corporation or
of the corporation resulting from such consolidation or surviving such merger or
to which such properties and assets shall have been sold to which the Employee
would have been entitled if the Employee had held shares of Common Stock
issuable upon the exercise hereof immediately prior to such reorganization,
reclassification, consolidation, merger or sale. The provisions of this Section
3 shall similarly apply to successive reorganizations, reclassifications,
consolidations, mergers and sales.

            SECTION 4. Adjustment of Option Shares and Option Price.

                  a.    The number of Option Shares subject to this Option
during the Option Period shall be cumulative as to all prior dates of
calculation and shall be adjusted for any stock dividend, subdivision, split-up
or combination of Common Stock.

                  b.    The Option Price shall be subject to adjustment from
time to time as follows:

                        (1)   If, at any time during the Option Period, the
number of shares of Common Stock outstanding is increased by a stock dividend
payable in shares of Common Stock or by a subdivision or split-up of shares of
Common Stock, then, 


                                       2
<PAGE>


immediately following the record date fixed for the determination of holders of
shares of Common Stock entitled to receive such stock dividend, subdivision or
split-up, the Option Price shall be appropriately decreased so that the number
of shares of Common Stock issuable upon the exercise hereof shall be increased
in proportion to such increase in outstanding shares.

                        (2)   If, at any time during the Option Period, the
number of shares of Common Stock outstanding is decreased by a combination of
outstanding shares of Common Stock, then, immediately following the record date
for such combination, the Option Price shall be appropriately increased so that
the number of shares of Common Stock issuable upon the exercise hereof shall be
decreased in proportion to such decrease in outstanding shares.

            SECTION 5. Termination of the Options.

                  a.    Termination of Options in General. Subject to
subsections (b) - (c) of this Section, the Option granted hereby shall terminate
and the Option shall no longer be exercisable after the earlier of December 31,
2002 or one year after the date of termination of employment, except in the case
of death or disability.

                  b.    Option Rights Upon Disability. If an Employee becomes
disabled while employed by the Corporation or any affiliate or subsidiary, the
Board of Directors or the Stock Option Committee of the Corporation, in its
discretion, may allow the Option to be fully exercised, to the extent that the
Employee was entitled to exercise the Option at the date of his disability.

                  c.    Death of the Optinee. In the event that an Employee
shall die while he is an employee of the Corporation (or within three (3) months
after the termination of such employment) and prior to his complete exercise of
the Option, the Option may be exercised in whole or in part only: (i) by the
Employee's estate or on behalf of such person or persons to whom the Employee's
rights pass under his Will or by the laws of descent and distribution, (ii) to
the extent that the Employee was entitled to exercise the Option at the date of
his death, and (iii) prior to the expiration of the term of the Option, or
within one year after the date of death, whichever is earlier.

            SECTION 6. Piggyback Registration.

                  a.    If at any time commencing the Corporation proposes to
register any of its securities under the Securities Act (other than in
connection with a merger or pursuant to Form S-8 or other comparable Form) it
will give written notice by registered mail, at least thirty (30) days prior to
the filing of such registration statement, to the Employee of its intention to
do so. If the Employee notifies the Corporation within ten (10) days after
receipt of any such notice of his desire to include any Option Shares, owned by
him (on a fully vested basis) in such proposed registration statement, the
Corporation shall afford the Employee the opportunity to have any of his Option


                                       3
<PAGE>


Shares registered under such registration statement, the Corporation shall
afford the Employee the opportunity to have any of his Option Shares registered
under such registration statement; provided that (i) such inclusion does not
pose any significant legal problem and (ii) if such registration statement is
filed pursuant to an underwritten public offering, the underwriter approves such
inclusion.

                  b.    Notwithstanding the provisions of this Section 6, the
Corporation shall have the right at any time after it shall have given written
notice pursuant to this Section 6 (irrespective of whether a written request for
inclusion of any Option Shares shall have been made) to elect not to file any
such proposed registration statement, or to withdraw the same after the filing
but prior to the effective date thereof.

                  c.    Employee will cooperate with the Corporation in all
respects in connection with this Agreement, including, timely supplying all
information reasonably requested by the Corporation and executing and returning
all documents reasonably requested in connection with the registration and sale
of the Option Shares. In addition, Employee will comply with all applicable
provisions of state and federal securities laws, including rule 10b-6 and will
not, during the course of a distribution, purchase any of the securities being
distributed.

                  d.    All expenses incurred in any registration of the Option
Shares under this Agreement shall be paid by the Corporation, including, without
limitation, printing expenses, fees and disbursements of counsel for the
Corporation, expenses of any audits to which the Corporation shall agree or
which shall be necessary to comply with governmental requirements in connection
with any such registration, all registration and filing fees for the Option
Shares under federal and state securities laws, and expenses of complying with
the securities or blue sky laws of any jurisdictions; provided, however, the
Corporation shall not be liable for (a) any discounts or commissions to any
underwriter; (b) any stock transfer taxes incurred with respect to Option Shares
sold in the offering or (c) the fees and expenses of counsel for Employee,
provided that the Corporation will pay, the costs and expenses of Employee's
counsel when the Corporation's counsel is representing all selling security
holders.

            SECTION 7. Transfer of Option; Successors And Assigns. This
Agreement (including the Option) and all rights hereunder shall not be
transferable at any time without the prior written consent of the Corporation.
This Agreement and all the rights hereunder shall be binding upon and inure to
the benefit of the parties hereto and their respective successors, assigns and
transferees.

            SECTION 8. Notices. All notices or other communications which are
required or permitted hereunder shall be in writing and sufficient if delivered
personally or sent by registered or certified mail, postage prepaid, return
receipt requested, addressed as follows:


                                       4
<PAGE>


            If the Corporation, to:

                  ACTV, Inc.
                  1270 Avenue of the Americas - Suite 2401
                  New York, New York  10020
                  Attention:  William C. Samuels, Chief Executive Officer

            With a copy to:

                  Wesley C. Fredericks
                  Gersten, Savage, Kaplowitz, Fredericks  & Curtin
                  101 East 52 Street
                  New York, New York  10022

            If to the Employee, to:

                  Christopher C. Cline
                  176 West 87th Street
                  New York, New York  10024

or to such other address as the party to whom notice is to be given may have
furnished to the other party in writing in accordance herewith. If mailed as
aforesaid, any such communication shall be deemed to have been given on the
third business day following the day on which the piece of mail containing such
communication is posted.

            SECTION 9.  Governing Law. This Agreement shall be governed by, and
construed in accordance with the laws of the State of New York.

            SECTION 10. Entire Agreement. This Agreement contains the entire
agreement between the parties hereto with respect to the transactions
contemplated herein and supersedes all previously written or oral negotiations,
commitments, representations and agreement, specifically the option agreements
dated October 29, 1994 and August 15, 1995.

            SECTION 11. Amendments and Modifications. This Agreement, or any
provision hereof, may not be amended, changed or modified without the prior
written consent of each of the parties hereto.

            SECTION 12. Termination. In addition to the termination provisions
set forth in Section 1 hereof, the Option shall terminate and the Option shall
no longer be exercisable on December 31, 2002


                                       5
<PAGE>


            IN WITNESS WHEREOF, the parties hereto have caused this Option
Agreement to be executed and delivered as of the date first above written.


                                                     ACTV, Inc.              
                                                     
                                                     
                                                     
                                                     By:
                                                        -----------------------
                                                        William C. Samuels
                                                        Chief Executive Officer

                                       6



                                OPTION AGREEMENT
                                ----------------

            OPTION AGREEMENT dated March 24, 1997 and amended July 29, 1997
between ACTV, Inc., a Delaware corporation (the "Corporation") and David Reese
(the "Employee").

            The Corporation desires to grant to the Employee the right and
option to purchase up to 89,683 shares (the "Option Shares") of Common Stock
(the "Common Stock"), of the Corporation, on the terms and subject to the
conditions hereinafter set forth.

            NOW, THEREFORE, in consideration of the receipt of $1.00 and other
good and valuable consideration, the receipt of which is hereby acknowledged,
the parties hereby agree as follows:

            SECTION 1. Option to Purchase Common Stock.

                  a.    Subject to Section 12 hereof, the Corporation hereby
grants to the Employee an option (the "Option") to purchase from the Corporation
89,683 Option Shares, at a purchase price of $1.50 per Option Share (the "Option
Price"). The Employee's right and option to purchase the Option Shares are fully
vested, so long as the Employee is employed by the Corporation . With respect to
the Option, the "Option Period" shall commence on the date hereof and terminate
on December 31, 2002.

                  b.    The Option may be exercised by the Employee by delivery
to the Corporation, at any time commencing one year from the date hereof, of a
written notice (the "Option Notice"), which Option Notice shall state the
Employee's intention to exercise the Option, the date on which the Employee
proposes to purchase the Option Shares (the "Closing Date") and the number of
Option Shares to be purchased on the Closing Date, which Closing Date shall be
no later than 30 days nor earlier than 10 days following the date of the Option
Notice. Upon receipt by the Corporation of an Option Notice from the Employee,
the Employee shall be obligated to purchase that number of Option Shares to be
purchased on the Closing Date set forth in the Option Notice.

                  c.    The purchase and sale of Option Shares acquired pursuant
to the terms of this Option Agreement shall be made on the Closing Date at the
offices of the Corporation. Delivery of the Stock certificate or other
instrument registered in the name of the Employee, evidencing the Option Shares
being purchased on the Closing Date, shall be made by the Corporation to the
holder of this Option on the Closing Date against the delivery to the
Corporation of a check in the full amount of the aggregate purchase price
therefor.

            SECTION 2. Representations and Warranties of The Holder. The
Employee hereby represents and warrants to the Corporation that in the event the
Employee acquires any Option Shares, such Option Shares will be acquired for his
own 

<PAGE>


account, for investment and not with a view to the distribution thereof. The
Employee understands that except as set forth in Section 6 hereof, the Option
Shares will not be registered under the Securities Act of 1933, as amended (the
"Securities Act"), by reason of their issuance in a transaction exempt from the
registration requirements of the Securities Act pursuant to Section 4 (2)
thereof and that they must be held indefinitely unless a subsequent disposition
thereof is registered under the Securities Act or the transaction is exempt from
registration.

            SECTION 3. Reorganization; Mergers; Sales; Etc. If, at any time
during the Option Period, there shall be any capital reorganization,
reclassification of Common Stock (other than a change in par value or from par
value to nor par value or from no par value to par value or as a result of a
stock dividend or subdivision, split-up or combination of shares), the
consolidation or merger of the Corporation with or into another corporation or
of the sale of all or substantially all the properties and assets of the
Corporation as an entirety to any other corporation or person, the unexercised
and fully vested portion of this Option shall, after such reorganization,
reclassification, consolidation, merger or sale, be exercisable for the kind and
number of shares of stock or other securities or property of the Corporation or
of the corporation resulting from such consolidation or surviving such merger or
to which such properties and assets shall have been sold to which the Employee
would have been entitled if the Employee had held shares of Common Stock
issuable upon the exercise hereof immediately prior to such reorganization,
reclassification, consolidation, merger or sale. The provisions of this Section
3 shall similarly apply to successive reorganizations, reclassifications,
consolidations, mergers and sales.

            SECTION 4. Adjustment of Option Shares and Option Price.

                  a.    The number of Option Shares subject to this Option
during the Option Period shall be cumulative as to all prior dates of
calculation and shall be adjusted for any stock dividend, subdivision, split-up
or combination of Common Stock.

                  b.    The Option Price shall be subject to adjustment from
time to time as follows:

                        (1)   If, at any time during the Option Period, the
number of shares of Common Stock outstanding is increased by a stock dividend
payable in shares of Common Stock or by a subdivision or split-up of shares of
Common Stock, then, immediately following the record date fixed for the
determination of holders of shares of Common Stock entitled to receive such
stock dividend, subdivision or split-up, the Option Price shall be appropriately
decreased so that the number of shares of Common Stock issuable upon the
exercise hereof shall be increased in proportion to such increase in outstanding
shares.

                        (2)   If, at any time during the Option Period, the
number of 


                                       2
<PAGE>


shares of Common Stock outstanding is decreased by a combination of outstanding
shares of Common Stock, then, immediately following the record date for such
combination, the Option Price shall be appropriately increased so that the
number of shares of Common Stock issuable upon the exercise hereof shall be
decreased in proportion to such decrease in outstanding shares.

            SECTION 5. Termination of the Options.

                  a.    Termination of Options in General. The Option granted
hereby shall terminate and the Option shall no longer be exercisable after
December 31, 2002. b. Death of the Optinee. In the event that an Employee shall
die prior to his complete exercise of the Option, the Option may be exercised in
whole or in part only by the Employee's estate or on behalf of such person or
persons to whom the Employee's rights pass under his Will or by the laws of
descent and distribution.

                  b. Death of the Optinee. In the event that an Employee shall
die prior to his complete exercise of the Option, the Option may be exercised in
whole or in part only by the Employee's estate or on behalf of such person or
persons to whom the Employee's rights pass under his Will or by the laws of
descent and distribution.

            SECTION 6. Piggyback Registration.

                  a.    If at any time commencing the Corporation proposes to
register any of its securities under the Securities Act (other than in
connection with a merger or pursuant to Form S-8 or other comparable Form) it
will give written notice by registered mail, at least thirty (30) days prior to
the filing of such registration statement, to the Employee of its intention to
do so. If the Employee notifies the Corporation within ten (10) days after
receipt of any such notice of his desire to include any Option Shares, owned by
him (on a fully vested basis) in such proposed registration statement, the
Corporation shall afford the Employee the opportunity to have any of his Option
Shares registered under such registration statement, the Corporation shall
afford the Employee the opportunity to have any of his Option Shares registered
under such registration statement; provided that (i) such inclusion does not
pose any significant legal problem and (ii) if such registration statement is
filed pursuant to an underwritten public offering, the underwriter approves such
inclusion.

                  b.    Notwithstanding the provisions of this Section 6, the
Corporation shall have the right at any time after it shall have given written
notice pursuant to this Section 6 (irrespective of whether a written request for
inclusion of any Option Shares shall have been made) to elect not to file any
such proposed registration statement, or to withdraw the same after the filing
but prior to the effective date thereof.

                  c.    Employee will cooperate with the Corporation in all
respects in connection with this Agreement, including, timely supplying all
information reasonably requested by the Corporation and executing and returning
all documents reasonably requested in connection with the registration and sale
of the Option Shares. In addition, Employee will comply with all applicable
provisions of state and federal securities laws, including rule 10b-6 and will
not, during the course of a distribution, purchase any of 


                                       3
<PAGE>


the securities being distributed.

                  d.    All expenses incurred in any registration of the Option
Shares under this Agreement shall be paid by the Corporation, including, without
limitation, printing expenses, fees and disbursements of counsel for the
Corporation, expenses of any audits to which the Corporation shall agree or
which shall be necessary to comply with governmental requirements in connection
with any such registration, all registration and filing fees for the Option
Shares under federal and state securities laws, and expenses of complying with
the securities or blue sky laws of any jurisdictions; provided, however, the
Corporation shall not be liable for (a) any discounts or commissions to any
underwriter; (b) any stock transfer taxes incurred with respect to Option Shares
sold in the offering or (c) the fees and expenses of counsel for Employee,
provided that the Corporation will pay, the costs and expenses of Employee's
counsel when the Corporation's counsel is representing all selling security
holders.

            SECTION 7. Transfer of Option; Successors And Assigns. This
Agreement (including the Option) and all rights hereunder shall not be
transferable at any time without the prior written consent of the Corporation.
This Agreement and all the rights hereunder shall be binding upon and inure to
the benefit of the parties hereto and their respective successors, assigns and
transferees.

            SECTION 8. Notices. All notices or other communications which are
required or permitted hereunder shall be in writing and sufficient if delivered
personally or sent by registered or certified mail, postage prepaid, return
receipt requested, addressed as follows:

            If the Corporation, to:

                  ACTV, Inc.
                  1270 Avenue of the Americas - Suite 2401
                  New York, New York  10020
                  Attention:  William C. Samuels, Chief Executive Officer

            With a copy to:

                  Wesley C. Fredericks
                  Gersten, Savage, Kaplowitz, Fredericks & Curtin
                  101 East 52 Street
                  New York, New York  10022

            If to the Employee, to:

                  David Reese
                  30 Maclay Road
                  Montville, New Jersey  07045


                                       4
<PAGE>


or to such other address as the party to whom notice is to be given may have
furnished to the other party in writing in accordance herewith. If mailed as
aforesaid, any such communication shall be deemed to have been given on the
third business day following the day on which the piece of mail containing such
communication is posted.

            SECTION 9.  Governing Law. This Agreement shall be governed by, and
construed in accordance with the laws of the State of New York.

            SECTION 10. Entire Agreement. This Agreement contains the entire
agreement between the parties hereto with respect to the transactions
contemplated herein and supersedes all previously written or oral negotiations,
commitments, representations and agreement, specifically the option agreements
dated March 1, 1989 and October 31, 1994.

            SECTION 11. Amendments and Modifications. This Agreement, or any
provision hereof, may not be amended, changed or modified without the prior
written consent of each of the parties hereto.

            SECTION 12. Termination. In addition to the termination provisions
set forth in Section 1 hereof, the Option shall terminate and the Option shall
no longer be exercisable on December 31, 2002.

            IN WITNESS WHEREOF, the parties hereto have caused this Option
Agreement to be executed and delivered as of the date first above written.


                                                     ACTV, Inc.                 
                                                     
                                                     
                                                     
                                                     By:
                                                        ------------------------
                                                        William C. Samuels
                                                        Chief Executive Officer


                                       5



                                OPTION AGREEMENT
                                ----------------

            OPTION AGREEMENT dated March 24, 1997 and amended July 29, 1997
between ACTV, Inc., a Delaware corporation (the "Corporation") and Bruce Crowley
(the "Employee").

            The Corporation desires to grant to the Employee the right and
option to purchase up to 100,000 shares (the "Option Shares") of Common Stock
(the "Common Stock"), of the Corporation, on the terms and subject to the
conditions hereinafter set forth.

            NOW, THEREFORE, in consideration of the receipt of $1.00 and other
good and valuable consideration, the receipt of which is hereby acknowledged,
the parties hereby agree as follows:

            SECTION 1. Option to Purchase Common Stock.

                  a.    Subject to Section 12 hereof, the Corporation hereby
grants to the Employee an option (the "Option") to purchase from the Corporation
100,000 Option Shares, at a purchase price of $1.50 per Option Share (the
"Option Price"). The Employee's right and option to purchase 67,300 Option
Shares are fully vested and 33,000 shall vest on July 1, 1997, so long as the
Employee is employed by the Corporation. Said right shall be cumulative so that
as of July 1, 1997, Optionee shall have the fully vested right to purchase
100,000 Option Shares. In the event that the Employee's employment with the
Corporation terminates prior July 1, 1997, the Employee shall not have the right
or option to purchase any part of the installment of Option Shares that would
have otherwise vested on such July 1. With respect to the Option, the "Option
Period" shall commence on the date hereof and terminate on December 31, 2002.

                  b.    The Option may be exercised by the Employee by delivery
to the Corporation, at any time commencing one year from the date hereof, of a
written notice (the "Option Notice"), which Option Notice shall state the
Employee's intention to exercise the Option, the date on which the Employee
proposes to purchase the Option Shares (the "Closing Date") and the number of
Option Shares to be purchased on the Closing Date, which Closing Date shall be
no later than 30 days nor earlier than 10 days following the date of the Option
Notice. Upon receipt by the Corporation of an Option Notice from the Employee,
the Employee shall be obligated to purchase that number of Option Shares to be
purchased on the Closing Date set forth in the Option Notice.

                  c.    The purchase and sale of Option Shares acquired pursuant
to the terms of this Option Agreement shall be made on the Closing Date at the
offices of the Corporation. Delivery of the Stock certificate or other
instrument registered in the name of the Employee, evidencing the Option Shares
being purchased on the Closing Date, shall be made by the Corporation to the
holder of this Option on the Closing Date 

<PAGE>


against the delivery to the Corporation of a check in the full amount of the
aggregate purchase price therefor.

            SECTION 2. Representations and Warranties of The Holder. The
Employee hereby represents and warrants to the Corporation that in the event the
Employee acquires any Option Shares, such Option Shares will be acquired for his
own account, for investment and not with a view to the distribution thereof. The
Employee understands that except as set forth in Section 6 hereof, the Option
Shares will not be registered under the Securities Act of 1933, as amended (the
"Securities Act"), by reason of their issuance in a transaction exempt from the
registration requirements of the Securities Act pursuant to Section 4 (2)
thereof and that they must be held indefinitely unless a subsequent disposition
thereof is registered under the Securities Act or the transaction is exempt from
registration.

            SECTION 3. Reorganization; Mergers; Sales; Etc. If, at any time
during the Option Period, there shall be any capital reorganization,
reclassification of Common Stock (other than a change in par value or from par
value to nor par value or from no par value to par value or as a result of a
stock dividend or subdivision, split-up or combination of shares), the
consolidation or merger of the Corporation with or into another corporation or
of the sale of all or substantially all the properties and assets of the
Corporation as an entirety to any other corporation or person, the unexercised
and fully vested portion of this Option shall, after such reorganization,
reclassification, consolidation, merger or sale, be exercisable for the kind and
number of shares of stock or other securities or property of the Corporation or
of the corporation resulting from such consolidation or surviving such merger or
to which such properties and assets shall have been sold to which the Employee
would have been entitled if the Employee had held shares of Common Stock
issuable upon the exercise hereof immediately prior to such reorganization,
reclassification, consolidation, merger or sale. The provisions of this Section
3 shall similarly apply to successive reorganizations, reclassifications,
consolidations, mergers and sales.

            SECTION 4. Adjustment of Option Shares and Option Price.

                  a.    The number of Option Shares subject to this Option
during the Option Period shall be cumulative as to all prior dates of
calculation and shall be adjusted for any stock dividend, subdivision, split-up
or combination of Common Stock.

                  b.    The Option Price shall be subject to adjustment from
time to time as follows:

                        (1)   If, at any time during the Option Period, the
number of shares of Common Stock outstanding is increased by a stock dividend
payable in shares of Common Stock or by a subdivision or split-up of shares of
Common Stock, then, immediately following the record date fixed for the
determination of holders of shares 


                                       2
<PAGE>


of Common Stock entitled to receive such stock dividend, subdivision or
split-up, the Option Price shall be appropriately decreased so that the number
of shares of Common Stock issuable upon the exercise hereof shall be increased
in proportion to such increase in outstanding shares.

                        (2)   If, at any time during the Option Period, the
number of shares of Common Stock outstanding is decreased by a combination of
outstanding shares of Common Stock, then, immediately following the record date
for such combination, the Option Price shall be appropriately increased so that
the number of shares of Common Stock issuable upon the exercise hereof shall be
decreased in proportion to such decrease in outstanding shares.

            SECTION 5. Termination of the Options.

                  a.    Termination of Options in General. Subject to
subsections (b) - (c) of this Section, the Option granted hereby shall terminate
and the Option shall no longer be exercisable after the earlier of December 31,
2002 or one year after the date of termination of employment, except in the case
of death or disability.

                  b.    Option Rights Upon Disability. If an Employee becomes
disabled while employed by the Corporation or any affiliate or subsidiary, the
Board of Directors or the Stock Option Committee of the Corporation, in its
discretion, may allow the Option to be fully exercised, to the extent that the
Employee was entitled to exercise the Option at the date of his disability.

                  c.    Death of the Optinee. In the event that an Employee
shall die while he is an employee of the Corporation (or within three (3) months
after the termination of such employment) and prior to his complete exercise of
the Option, the Option may be exercised in whole or in part only: (i) by the
Employee's estate or on behalf of such person or persons to whom the Employee's
rights pass under his Will or by the laws of descent and distribution, (ii) to
the extent that the Employee was entitled to exercise the Option at the date of
his death, and (iii) prior to the expiration of the term of the Option, or
within one year after the date of death, whichever is earlier.

            SECTION 6. Piggyback Registration.

                  a.    If, at any time the Corporation proposes to register any
of its securities under the Securities Act (other than in connection with a
merger or pursuant to Form S-8 or other comparable Form) it will give written
notice by registered mail, at least thirty (30) days prior to the filing of such
registration statement, to the Employee of its intention to do so. If the
Employee notifies the Corporation within ten (10) days after receipt of any such
notice of his desire to include any Option Shares, owned by him (on a fully
vested basis) in such proposed registration statement, the Corporation shall
afford the Employee the 


                                       3
<PAGE>


opportunity to have any of his Option Shares registered under such registration
statement, the Corporation shall afford the Employee the opportunity to have any
of his Option Shares registered under such registration statement; provided that
(i) such inclusion does not pose any significant legal problem and (ii) if such
registration statement is filed pursuant to an underwritten public offering, the
underwriter approves such inclusion.

                  b.    Notwithstanding the provisions of this Section 6, the
Corporation shall have the right at any time after it shall have given written
notice pursuant to this Section 6 (irrespective of whether a written request for
inclusion of any Option Shares shall have been made) to elect not to file any
such proposed registration statement, or to withdraw the same after the filing
but prior to the effective date thereof.

                  c.    Employee will cooperate with the Corporation in all
respects in connection with this Agreement, including, timely supplying all
information reasonably requested by the Corporation and executing and returning
all documents reasonably requested in connection with the registration and sale
of the Option Shares. In addition, Employee will comply with all applicable
provisions of state and federal securities laws, including rule 10b-6 and will
not, during the course of a distribution, purchase any of the securities being
distributed.

                  d.    All expenses incurred in any registration of the Option
Shares under this Agreement shall be paid by the Corporation, including, without
limitation, printing expenses, fees and disbursements of counsel for the
Corporation, expenses of any audits to which the Corporation shall agree or
which shall be necessary to comply with governmental requirements in connection
with any such registration, all registration and filing fees for the Option
Shares under federal and state securities laws, and expenses of complying with
the securities or blue sky laws of any jurisdictions; provided, however, the
Corporation shall not be liable for (a) any discounts or commissions to any
underwriter; (b) any stock transfer taxes incurred with respect to Option Shares
sold in the offering or (c) the fees and expenses of counsel for Employee,
provided that the Corporation will pay, the costs and expenses of Employee's
counsel when the Corporation's counsel is representing all selling security
holders.

            SECTION 7. Transfer of Option; Successors And Assigns. This
Agreement (including the Option) and all rights hereunder shall not be
transferable at any time without the prior written consent of the Corporation.
This Agreement and all the rights hereunder shall be binding upon and inure to
the benefit of the parties hereto and their respective successors, assigns and
transferees.

            SECTION 8. Notices. All notices or other communications which are
required or permitted hereunder shall be in writing and sufficient if delivered
personally or sent by registered or certified mail, postage prepaid, return
receipt requested, addressed as follows:

            If the Corporation, to:


                                       4
<PAGE>


                  ACTV, Inc.
                  1270 Avenue of the Americas - Suite 2401
                  New York, New York  10020
                  Attention:  William C. Samuels, Chief Executive Officer

            With a copy to:

                  Wesley C. Fredericks
                  Gersten, Savage, Kaplowitz, Fredericks & Curtin
                  101 East 52 Street
                  New York, New York  10022

            If to the Employee, to:

                  Bruce J. Crowley
                  257 West 17th Street, Apt. 4C
                  New York, New York  10011

or to such other address as the party to whom notice is to be given may have
furnished to the other party in writing in accordance herewith. If mailed as
aforesaid, any such communication shall be deemed to have been given on the
third business day following the day on which the piece of mail containing such
communication is posted.

            SECTION 9.  Governing Law. This Agreement shall be governed by, and
construed in accordance with the laws of the State of New York.

            SECTION 10. Entire Agreement. This Agreement contains the entire
agreement between the parties hereto with respect to the transactions
contemplated herein and supersedes all previously written or oral negotiations,
commitments, representations and agreement. specifically the option agreement
dated July 1, 1994.

            SECTION 11. Amendments and Modifications. This Agreement, or any
provision hereof, may not be amended, changed or modified without the prior
written consent of each of the parties hereto.

            SECTION 12. Termination. In addition to the termination provisions
set forth in Section 1 hereof, the Option shall terminate and the Option shall
no longer be exercisable on December 31, 2002.

            IN WITNESS WHEREOF, the parties hereto have caused this Option
Agreement to be executed and delivered as of the date first above written.

                                              ACTV, Inc.


                                              By:
                                                 -------------------------
                                                  William C. Samuels
                                                  Chief Executive Officer


                                       5


                                OPTION AGREEMENT

            OPTION AGREEMENT, dated as of March 14, 1997, between, ACTV Net,
Inc., a Delaware corporation (the "Corporation") and William Samuels (the
"Holder").

            WHEREAS, the Corporation desires to grant to the Holder, the right
and option to purchase shares (the "Option Shares") of Class B Common Stock,
$.01 par value per share (the "Class B Stock"), of the Corporation, on the terms
and subject to the conditions hereinafter set forth.

            NOW, THEREFORE, in consideration of the receipt of $1.00 and other
good and valuable consideration, the receipt of which is hereby acknowledged,
the parties hereby agree as follows:

            SECTION 1.  Option to Purchase Common Stock.

                 a. The Corporation hereby grants to the Holder an option (the
"Option") to purchase from the Corporation 290,000 Option Shares, at a purchase
price of $1.90 per Option Share (the "Option Price"). The Holder's right and
option to purchase the Option Shares shall vest, subject to subsection 1(d) and
Section 6, as follows: (i) 95,000 Option Shares vest on July 1, 1997; (ii)
65,000 vest on January 1, 1998; (iii) 65,000 Option Shares vest on July 1, 1998,
and (iv) 65,000 Option Shares vest on January 1, 1999 (each an "Installment") at
the Option Price, so long as the Holder is employed by the Corporation. Said
right shall be cumulative. With respect to each Installment, the "Option Period"
shall commence on the date said Installment vests and terminate on March 14,
2007.

                 b. Except as limited by Section 5, an Installment may be
exercised, in whole or part, by the Holder by delivery to the Corporation, at
any time during the Option Period, of a written notice (the "Option Notice"),
which Option Notice shall state the Holder's intention to exercise the Option,
the date on which the Holder proposes to purchase the Option Shares (the
"Closing Date") and the number of Option Shares to be purchased on the Closing
Date, which Closing Date shall be no later than 30 days nor earlier than 10 days
following the date of the Option Notice. Upon receipt by the Corporation of an
Option Notice from the Holder, the Holder shall be obligated to purchase that
number of Option Shares to be purchased on the Closing Date set forth in the
Option Notice.

                 c. The purchase and sale of Option Shares acquired pursuant to
the terms of this Option Agreement shall be made on the Closing Date at the
offices of the Corporation. Delivery of the stock certificate or other
instrument registered in the name of the Holder, evidencing the Option Shares
being purchased on the Closing Date, shall be made by the Corporation to the
Holder on the Closing Date against the delivery to the Corporation of a
certified or bank check in the full amount of the aggregate purchase price
therefor.

                 d. Should ACTV, Inc. ("ACTV") undergo a Change in Control, as
defined below, or should another corporation which can exercise control over the
Corporation sell or attempt to sell all or substantially all of the assets of
said Corporation, or should more than 50% of its voting power be acquired by a
party which is not affiliated with or controlled by ACTV, then all of the
Holder's rights to exercise the Option for all the Option Shares shall be
accelerated so that the Installments to purchase all 

<PAGE>

Option Shares shall be fully vested at the time of said event and the
exercisable price shall reduce to $.10 per share. A Change in Control shall be
the occurrence of any one of the following events:

                        (i) A person (other than a person who is an officer or a
Director of ACTV on the effective date hereof), including a "group" as defined
in Section 13(d)(3) of the Securities Exchange Act of 1934, becomes, or obtains
the right to become, the beneficial owner of ACTV's securities having 30% or
more of the combined voting power of then outstanding securities of ACTV that
may be cast for the election of directors of ACTV;

                        (ii) At any time, a majority of the Board-nominated
slate of candidates for the Board of ACTV is not elected;

                        (iii) ACTV consummates a merger in which it is not the
surviving entity;

                        (iv)  Substantially all ACTV's assets are sold; or

                        (v) ACTV's stockholders approve the dissolution or
liquidation of ACTV.

            SECTION 2.  Representations and Warranties of The Holder. The 
Holder hereby represents and warrants to the Corporation that in the event the
Holder acquires any Option Shares, such Option Shares will be acquired for his
own account, for investment and not with a view to the distribution thereof. The
Holder understands the Option Shares will not be registered under the Securities
Act of 1933, as amended (the "Securities Act"), and that they must be held
indefinitely unless a subsequent disposition thereof is registered under the
Securities Act or the transaction is exempt from registration. The certificate
or certificates representing any Option Shares shall bear the following
restrictive legend:

                  "THESE SECURITIES HAVE NOT BEEN REGISTERED UNDER THE
            SECURITIES ACT OF 1933, AS AMENDED (THE "SECURITIES ACT"), AND MAY
            NOT BE SOLD, TRANSFERRED, PLEDGED, HYPOTHECATED OR OTHERWISE
            DISPOSED OF IN THE ABSENCE OF (i) AN EFFECTIVE REGISTRATION
            STATEMENT UNDER THE SECURITIES ACT OF 1933; OR (ii) TO THE EXTENT
            APPLICABLE, RULE 144 UNDER SUCH ACT (OR SIMILAR RULE UNDER THE
            SECURITIES ACT RELATING TO THE DISPOSITION OF SECURITIES), OR (iii)
            AN OPINION OF COUNSEL, IF SUCH OPINION SHALL BE REASONABLY
            SATISFACTORY TO COUNSEL FOR THE ISSUER, THAN AN EXEMPTION FROM
            REGISTRATION UNDER THE SECURITIES ACT IS AVAILABLE. IN ADDITION,
            THIS CERTIFICATE OF STOCK AND SHARES REPRESENTED HEREBY AND 

<PAGE>

            HELD SUBJECT TO THE TERMS AND CONDITIONS CONTAINED IN AN AGREEMENT
            BY AND AMONG THE SHAREHOLDERS OF THE CORPORATION AND THE CORPORATION
            DATED AS OF MARCH 6, 1997, AND ALL AMENDMENTS THERETO, AND MAY NOT
            BE TRANSFERRED EXCEPT IN ACCORDANCE WITH THE TERMS AND PROVISIONS
            THEREOF. A COPY OF SUCH AGREEMENT WILL BE FURNISHED BY THE
            CORPORATION UPON REQUEST."

            SECTION 3.  Reorganization; Mergers; Sales; Etc. If, at any time
during the Option Period, there shall be any capital reorganization,
reclassification of the Common Stock (the term "Common Stock" shall mean the
Company's Class A Common Stock and/or the Class B Stock) (other than a change in
par value or from par value to no par value or from no par value to par value or
as a result of a stock dividend or subdivision, split-up or combination of
shares), the consolidation or merger of the Corporation with or into another
corporation or of the sale of all or substantially all the properties and assets
of the Corporation as an entirety to any other corporation or person, the
unexercised and fully vested portion of this Option shall, after such
reorganization, reclassification, consolidation, merger or sale, be exercisable
for the kind and number of shares of stock or other securities or property of
the Corporation or of the corporation resulting from such consolidation or
surviving such merger or to which such properties and assets shall have been
sold to which the Holder would have been entitled if the Holder had held shares
of Class B Stock issuable upon the exercise hereof immediately prior to such
reorganization, reclassification, consolidation, merger or sale. The provisions
of this Section 3 shall similarly apply to successive reorganizations,
reclassifications, consolidations, mergers and sales.

            SECTION 4.  Adjustment of Option Shares and Option Price.

                  a. The number of Option Shares subject to this Option during
the Option Period shall be cumulative as to all prior dates of calculation and
shall be adjusted for any stock dividend, subdivision, split-up or combination
of Common Stock.

                  b. The Option Price shall be subject to adjustment from time
to time as follows:

            If, at any time during the Option Period, the number of shares of
Common Stock outstanding is altered by a stock dividend payable in shares of
Common Stock or by a subdivision or split-up or combination of shares of Common
Stock, then, immediately following the record date fixed for the determination
of holders of shares of Common Stock, entitled to receive such subdivision or
split-up or combination, the Option Price shall be appropriately increased or
decreased and the number of shares of Common Stock issuable upon the exercise
hereof shall be increased or decreased, pursuant to the formula set forth in
Section 4.c.

<PAGE>

                  c. Upon each adjustment of the Option Price pursuant to the
provisions of this Section 4, the number of shares of Common Stock issuable upon
the exercise hereof shall be adjusted to the nearest full share of Common Stock
by multiplying a number equal to the Option Price in effect immediately prior to
such adjustment by the number of shares of Common Stock issuable immediately
prior to such adjustment and dividing the product so obtained by the adjusted
Option Price.

                  d. Should additional shares of Class A Common Stock, $.01 par
value, over and above the 4,000,000 shares presently authorized, be issued after
the effective date of this Option Agreement, then the number of shares issuable
upon exercise of this Option shall be increased by the same percentage that the
total number of issued Class A Common Stock has been increased.

                  e. The Corporation will use its best efforts to amend its
certificate of incorporation to authorize additional Class B Stock should the
number of shares of Class B Stock issuable upon exercise of the Option be
increased in accordance with the terms of this agreement.

            SECTION 5.  Termination of the Options.

                   a. Termination of Options in General. Subject to subsection
5(b), the Option granted hereby shall terminate and the Option shall no longer
be exercisable after March 14, 2007.

                   b. Option Rights Upon Death, Disability, Resignation. If a
Holder dies or becomes disabled while employed by the Corporation, ACTV, Inc. or
any affiliate or subsidiary of ACTV, Inc. (collectively, the "ACTV Group"), or
resigns from employment with the ACTV Group prior to his complete exercise of
the Option, the Holder (or his heirs) may exercise his Option at any time during
the option period, to the extent that the Holder was entitled to exercise the
Option at the date such event, and the Class B Stock underlying the Option shall
convert into Class A Stock on the second anniversary of the occurrence of such
death, disability or resignation.

            SECTION 6.  Termination of Employment. In the event that a Holder 
is terminated from employment with the ACTV Group for any reason during the
Option Period then (i) all Options granted to the Holder hereunder shall become
vested and immediately exercisable at an exercise price of $.10 per share
adjusted for any stock splits and capital reorganizations having a similar
effect, subsequent to the effective date hereof, (ii) all Options may be
exercised at any time during the Option Period and (iii) anything herein to the
contrary notwithstanding, the Shares underlying the Options, whether exercised
prior or subsequent to the termination shall not convert to Class A stock except
as set forth in the applicable Shareholder Agreement.
<PAGE>

            SECTION 7.  Transfer of Option; Successors And Assigns. This
Agreement (including the Option) and all rights hereunder shall not be
transferable at any time without the prior written consent of the Corporation.
This Agreement and all the rights hereunder shall be binding upon and inure to
the benefit of the parties hereto and their respective successors, approved
assigns and approved transferees.

            SECTION 8.  Notices. All notices or other communications which are
required or permitted hereunder shall be in writing and sufficient if delivered
personally or sent by registered or certified mail, postage prepaid, return
receipt requested, addressed as follows:

            If to the Corporation:

            ACTV Net, Inc.
            1270 Avenue of the Americas
            New York, NY  10020

            Attention: President

            With a copy to:

            Gersten, Savage, Kaplowitz, Fredericks & Curtin, LLP
            101 East 52 Street
            New York, NY  10022

            Attention:  Wesley C. Fredericks

            If to the Holder, to:

            William Samuels
            171 West 57th Street
            New York, New York  10019

or to such other address as the party to whom notice is to be given may have
furnished to the other party in writing in accordance herewith. If mailed as
aforesaid, any such communication shall be deemed to have given on the third
business day following the day on which the piece of mail containing such
communication is posted.

<PAGE>

            SECTION 9.  Governing Law. This Agreement shall be governed by, and
construed in accordance with the laws of the State of Delaware.

            SECTION 10. Entire Agreement. This Agreement contains the entire
agreement between the parties hereto with respect to the transactions
contemplated herein and supersedes all previously written or oral negotiations,
commitments, representations and agreement.

            SECTION 11. Amendments and Modifications. This Agreement, or any
provision hereof, may not be amended, changed or modified without the prior
written consent of each of the parties hereto.

            IN WITNESS WHEREOF, the parties hereto have caused this Option
Agreement to be executed and delivered as of the date first above written.

                                    ACTV NET, INC.

                                    By:

AGREED TO AND ACCEPTED BY
HOLDER:


Signature


Print Name



                                OPTION AGREEMENT

            OPTION AGREEMENT, dated as of March 14, 1997, between, ACTV Net,
Inc., a Delaware corporation (the "Corporation") and Bruce Crowley (the
"Holder").

            WHEREAS, the Corporation desires to grant to the Holder, the right
and option to purchase shares (the "Option Shares") of Class B Common Stock,
$.01 par value per share (the "Class B Stock"), of the Corporation, on the terms
and subject to the conditions hereinafter set forth.

            NOW, THEREFORE, in consideration of the receipt of $1.00 and other
good and valuable consideration, the receipt of which is hereby acknowledged,
the parties hereby agree as follows:

            SECTION 1.  Option to Purchase Common Stock.

                 a. The Corporation hereby grants to the Holder an option (the
"Option") to purchase from the Corporation 290,000 Option Shares, at a purchase
price of $1.90 per Option Share (the "Option Price"). The Holder's right and
option to purchase the Option Shares shall vest, subject to subsection 1(d) and
Section 6, as follows: (i) 95,000 Option Shares vest on July 1, 1997; (ii)
65,000 vest on January 1, 1998; (iii) 65,000 Option Shares vest on July 1, 1998,
and (iv) 65,000 Option Shares vest on January 1, 1999 (each an "Installment") at
the Option Price, so long as the Holder is employed by the Corporation. Said
right shall be cumulative. With respect to each Installment, the "Option Period"
shall commence on the date said Installment vests and terminate on March 14,
2007.

                 b. Except as limited by Section 5, an Installment may be
exercised, in whole or part, by the Holder by delivery to the Corporation, at
any time during the Option Period, of a written notice (the "Option Notice"),
which Option Notice shall state the Holder's intention to exercise the Option,
the date on which the Holder proposes to purchase the Option Shares (the
"Closing Date") and the number of Option Shares to be purchased on the Closing
Date, which Closing Date shall be no later than 30 days nor earlier than 10 days
following the date of the Option Notice. Upon receipt by the Corporation of an
Option Notice from the Holder, the Holder shall be obligated to purchase that
number of Option Shares to be purchased on the Closing Date set forth in the
Option Notice.

                 c. The purchase and sale of Option Shares acquired pursuant to
the terms of this Option Agreement shall be made on the Closing Date at the
offices of the Corporation. Delivery of the stock certificate or other
instrument registered in the name of the Holder, evidencing the Option Shares
being purchased on the Closing Date, shall be made by the Corporation to the
Holder on the Closing Date against the delivery to the Corporation of a
certified or bank check in the full amount of the aggregate purchase price
therefor.

                 d. Should ACTV, Inc. ("ACTV") undergo a Change in Control, as
defined below, or should another corporation which can exercise control over the
Corporation sell or attempt to sell all or substantially all of the assets of
said Corporation, or should more than 50% of its voting power be acquired by a
party which is not affiliated with or controlled by ACTV, then all of the
Holder's rights to exercise the Option for all the Option Shares shall be
accelerated so that the Installments to purchase all 


<PAGE>

Option Shares shall be fully vested at the time of said event and the
exercisable price shall reduce to $.10 per share. A Change in Control shall be
the occurrence of any one of the following events:

                        (i) A person (other than a person who is an officer or a
Director of ACTV on the effective date hereof), including a "group" as defined
in Section 13(d)(3) of the Securities Exchange Act of 1934, becomes, or obtains
the right to become, the beneficial owner of ACTV's securities having 30% or
more of the combined voting power of then outstanding securities of ACTV that
may be cast for the election of directors of ACTV;

                        (ii) At any time, a majority of the Board-nominated
slate of candidates for the Board of ACTV is not elected;

                        (iii) ACTV consummates a merger in which it is not the
surviving entity;

                        (iv) Substantially all ACTV's assets are sold; or

                        (v) ACTV's stockholders approve the dissolution or
liquidation of ACTV.

            SECTION 2.  Representations and Warranties of The Holder. The 
Holder hereby represents and warrants to the Corporation that in the event the
Holder acquires any Option Shares, such Option Shares will be acquired for his
own account, for investment and not with a view to the distribution thereof. The
Holder understands the Option Shares will not be registered under the Securities
Act of 1933, as amended (the "Securities Act"), and that they must be held
indefinitely unless a subsequent disposition thereof is registered under the
Securities Act or the transaction is exempt from registration. The certificate
or certificates representing any Option Shares shall bear the following
restrictive legend:

                  "THESE SECURITIES HAVE NOT BEEN REGISTERED UNDER THE
            SECURITIES ACT OF 1933, AS AMENDED (THE "SECURITIES ACT"), AND MAY
            NOT BE SOLD, TRANSFERRED, PLEDGED, HYPOTHECATED OR OTHERWISE
            DISPOSED OF IN THE ABSENCE OF (i) AN EFFECTIVE REGISTRATION
            STATEMENT UNDER THE SECURITIES ACT OF 1933; OR (ii) TO THE EXTENT
            APPLICABLE, RULE 144 UNDER SUCH ACT (OR SIMILAR RULE UNDER THE
            SECURITIES ACT RELATING TO THE DISPOSITION OF SECURITIES), OR (iii)
            AN OPINION OF COUNSEL, IF SUCH OPINION SHALL BE REASONABLY
            SATISFACTORY TO COUNSEL FOR THE ISSUER, THAN AN EXEMPTION FROM
            REGISTRATION UNDER THE SECURITIES ACT IS AVAILABLE. IN ADDITION,
            THIS CERTIFICATE OF STOCK AND SHARES REPRESENTED HEREBY 

<PAGE>

            AND HELD SUBJECT TO THE TERMS AND CONDITIONS CONTAINED IN AN
            AGREEMENT BY AND AMONG THE SHAREHOLDERS OF THE CORPORATION AND THE
            CORPORATION DATED AS OF MARCH 6, 1997, AND ALL AMENDMENTS THERETO,
            AND MAY NOT BE TRANSFERRED EXCEPT IN ACCORDANCE WITH THE TERMS AND
            PROVISIONS THEREOF. A COPY OF SUCH AGREEMENT WILL BE FURNISHED BY
            THE CORPORATION UPON REQUEST."

            SECTION 3.  Reorganization; Mergers; Sales; Etc. If, at any time
during the Option Period, there shall be any capital reorganization,
reclassification of the Common Stock (the term "Common Stock" shall mean the
Company's Class A Common Stock and/or the Class B Stock) (other than a change in
par value or from par value to no par value or from no par value to par value or
as a result of a stock dividend or subdivision, split-up or combination of
shares), the consolidation or merger of the Corporation with or into another
corporation or of the sale of all or substantially all the properties and assets
of the Corporation as an entirety to any other corporation or person, the
unexercised and fully vested portion of this Option shall, after such
reorganization, reclassification, consolidation, merger or sale, be exercisable
for the kind and number of shares of stock or other securities or property of
the Corporation or of the corporation resulting from such consolidation or
surviving such merger or to which such properties and assets shall have been
sold to which the Holder would have been entitled if the Holder had held shares
of Class B Stock issuable upon the exercise hereof immediately prior to such
reorganization, reclassification, consolidation, merger or sale. The provisions
of this Section 3 shall similarly apply to successive reorganizations,
reclassifications, consolidations, mergers and sales.

            SECTION 4.  Adjustment of Option Shares and Option Price.

                 a. The number of Option Shares subject to this Option during
the Option Period shall be cumulative as to all prior dates of calculation and
shall be adjusted for any stock dividend, subdivision, split-up or combination
of Common Stock.

                 b. The Option Price shall be subject to adjustment from time to
time as follows:

            If, at any time during the Option Period, the number of shares of
Common Stock outstanding is altered by a stock dividend payable in shares of
Common Stock or by a subdivision or split-up or combination of shares of Common
Stock, then, immediately following the record date fixed for the determination
of holders of shares of Common Stock, entitled to receive such subdivision or
split-up or combination, the Option Price shall be appropriately increased or
decreased and the number of shares of Common Stock issuable upon the exercise
hereof shall be increased or decreased, pursuant to the formula set forth in
Section 4.c.
<PAGE>

                 c. Upon each adjustment of the Option Price pursuant to the
provisions of this Section 4, the number of shares of Common Stock issuable upon
the exercise hereof shall be adjusted to the nearest full share of Common Stock
by multiplying a number equal to the Option Price in effect immediately prior to
such adjustment by the number of shares of Common Stock issuable immediately
prior to such adjustment and dividing the product so obtained by the adjusted
Option Price.

                 d. Should additional shares of Class A Common Stock, $.01 par
value, over and above the 4,000,000 shares presently authorized, be issued after
the effective date of this Option Agreement, then the number of shares issuable
upon exercise of this Option shall be increased by the same percentage that the
total number of issued Class A Common Stock has been increased.

                 e. The Corporation will use its best efforts to amend its
certificate of incorporation to authorize additional Class B Stock should the
number of shares of Class B Stock issuable upon exercise of the Option be
increased in accordance with the terms of this agreement.

            SECTION 5.  Termination of the Options.

                 a. Termination of Options in General. Subject to subsection
5(b), the Option granted hereby shall terminate and the Option shall no longer
be exercisable after March 14, 2007.

                 b. Option Rights Upon Death, Disability, Resignation. If a
Holder dies or becomes disabled while employed by the Corporation, ACTV, Inc. or
any affiliate or subsidiary of ACTV, Inc. (collectively, the "ACTV Group"), or
resigns from employment with the ACTV Group prior to his complete exercise of
the Option, the Holder (or his heirs) may exercise his Option at any time during
the option period, to the extent that the Holder was entitled to exercise the
Option at the date such event, and the Class B Stock underlying the Option shall
convert into Class A Stock on the second anniversary of the occurrence of such
death, disability or resignation.

            SECTION 6.  Termination of Employment. In the event that a Holder 
is terminated from employment with the ACTV Group for any reason during the
Option Period then (i) all Options granted to the Holder hereunder shall become
vested and immediately exercisable at an exercise price of $.10 per share
adjusted for any stock splits and capital reorganizations having a similar
effect, subsequent to the effective date hereof, (ii) all Options may be
exercised at any time during the Option Period and (iii) anything herein to the
contrary notwithstanding, the Shares underlying the Options, whether exercised
prior or subsequent to the termination shall not convert to Class A stock except
as set forth in the applicable Shareholder Agreement.
<PAGE>

            SECTION 7.  Transfer of Option; Successors And Assigns. This
Agreement (including the Option) and all rights hereunder shall not be
transferable at any time without the prior written consent of the Corporation.
This Agreement and all the rights hereunder shall be binding upon and inure to
the benefit of the parties hereto and their respective successors, approved
assigns and approved transferees.

            SECTION 8.  Notices. All notices or other communications which are 
required or permitted hereunder shall be in writing and sufficient if delivered
personally or sent by registered or certified mail, postage prepaid, return
receipt requested, addressed as follows:

            If to the Corporation:

            ACTV Net, Inc.
            1270 Avenue of the Americas
            New York, NY  10020

            Attention: President

            With a copy to:

            Gersten, Savage, Kaplowitz, Fredericks & Curtin, LLP
            101 East 52 Street
            New York, NY  10022

            Attention:  Wesley C. Fredericks

            If to the Holder, to:

            Bruce Crowley
            257 West 17th Street
            New York, New York  10011

or to such other address as the party to whom notice is to be given may have
furnished to the other party in writing in accordance herewith. If mailed as
aforesaid, any such communication shall be deemed to have given on the third
business day following the day on which the piece of mail containing such
communication is posted.

<PAGE>

            SECTION 9.  Governing Law. This Agreement shall be governed by, and
construed in accordance with the laws of the State of Delaware.

            SECTION 10. Entire Agreement. This Agreement contains the entire
agreement between the parties hereto with respect to the transactions
contemplated herein and supersedes all previously written or oral negotiations,
commitments, representations and agreement.

            SECTION 11. Amendments and Modifications. This Agreement, or any 
provision hereof, may not be amended, changed or modified without the prior
written consent of each of the parties hereto.

            IN WITNESS WHEREOF, the parties hereto have caused this Option
Agreement to be executed and delivered as of the date first above written.

                                    ACTV NET, INC.

                                    By:

AGREED TO AND ACCEPTED BY
HOLDER:


Signature


Print Name



                                OPTION AGREEMENT

            OPTION AGREEMENT, dated as of October 1, 1997, between, ACTV Net,
Inc., a Delaware corporation (the "Corporation") and William Samuels (the
"Holder").

            WHEREAS, the Corporation desires to grant to the Holder, the right
and option to purchase shares (the "Option Shares") of Class B Common Stock,
$.01 par value per share (the "Class B Stock"), of the Corporation, on the terms
and subject to the conditions hereinafter set forth.

            NOW, THEREFORE, in consideration of the receipt of $1.00 and other
good and valuable consideration, the receipt of which is hereby acknowledged,
the parties hereby agree as follows:

            SECTION 1.  Option to Purchase Common Stock.

                  a. The Corporation hereby grants to the Holder an option (the
"Option") to purchase from the Corporation 60,000 Option Shares, at a purchase
price of $1.90 per Option Share (the "Option Price"). The Holder's right and
option to purchase the Option Shares shall vest, subject to subsection 1(d) and
Section 6, as follows: (i) 30,000 Option Shares vest January 1, 1998, (ii)
30,000 Option Shares vest on July 1, 1998 (each an "Installment") at the Option
Price, so long as the Holder is employed by the Corporation. Said right shall be
cumulative. With respect to each Installment, the "Option Period" shall commence
on the date said Installment vests and terminate on October 1, 2007.

                  b. Except as limited by Section 5,an Installment may be
exercised, in whole or part, by the Holder by delivery to the Corporation, at
any time during the Option Period, of a written notice(the "Option
Notice"),which Option Notice shall state the Holder's intention to exercise the
Option, the date on which the Holder proposes to purchase the Option Shares (the
"Closing Date") and the number of Option Shares to be purchased on the Closing
Date, which Closing Date shall be no later than 30 days nor earlier than 10 days
following the date of the Option Notice. Upon receipt by the Corporation of an
Option Notice from the Holder, the Holder shall be obligated to purchase that
number of Option Shares to be purchased on the Closing Date set forth in the
Option Notice.

                  c. The purchase and sale of Option Shares acquired pursuant to
the terms of this Option Agreement shall be made on the Closing Date at the
offices of the Corporation. Delivery of the stock certificate or other
instrument registered in the name of the Holder, evidencing the Option Shares
being purchased on the Closing Date, shall be made by the Corporation to the
Holder on the Closing Date against the delivery to the Corporation of a
certified or bank check in the full amount of the aggregate purchase price
therefor.
<PAGE>

                  d. Should ACTV, Inc. ("ACTV") undergo a Change in Control, as
defined below, or should another corporation which can exercise control over the
Corporation sell or attempt to sell all or substantially all of the assets of
said Corporation, or should more than 50% of its voting power be acquired by a
party which is not affiliated with or controlled by ACTV, then all of the
Holder's rights to exercise the Option for all the Option Shares shall be
accelerated so that the Installments to purchase all Option Shares shall be
fully vested at the time of said event and the exercisable price shall reduce to
$.10 per share. A Change in Control shall be the occurrence of any one of the
following events:

                        (i) A person (other than a person who is an officer or a
Director of ACTV on the effective date hereof), including a "group" as defined
in Section 13(d)(3) of the Securities Exchange Act of 1934, becomes, or obtains
the right to become, the beneficial owner of ACTV's securities having 30% or
more of the combined voting power of then outstanding securities of ACTV that
may be cast for the election of directors of ACTV;

                        (ii) At any time, a majority of the Board-nominated
slate of candidates for the Board of ACTV is not elected;

                        (iii) ACTV consummates a merger in which it is not the
surviving entity;

                        (iv) Substantially all ACTV's assets are sold; or

                        (v) ACTV's stockholders approve the dissolution or
liquidation of ACTV.

            SECTION 2.  Representations and Warranties of The Holder. The 
Holder hereby represents and warrants to the Corporation that in the event the
Holder acquires any Option Shares, such Option Shares will be acquired for his
own account, for investment and not with a view to the distribution thereof. The
Holder understands the Option Shares will not be registered under the Securities
Act of 1933, as amended (the "Securities Act"), and that they must be held
indefinitely unless a subsequent disposition thereof is registered under the
Securities Act or the transaction is exempt from registration. The certificate
or certificates representing any Option Shares shall bear the following
restrictive legend:

                  "THESE SECURITIES HAVE NOT BEEN REGISTERED UNDER THE
            SECURITIES ACT OF 1933, AS AMENDED (THE "SECURITIES ACT"), AND MAY
            NOT BE SOLD, TRANSFERRED, PLEDGED, HYPOTHECATED OR OTHERWISE
            DISPOSED OF IN THE ABSENCE OF (i) AN EFFECTIVE REGISTRATION
            STATEMENT UNDER THE SECURITIES ACT OF 1933; OR (ii) TO THE EXTENT

<PAGE>

            APPLICABLE, RULE 144 UNDER SUCH ACT (OR SIMILAR RULE UNDER THE
            SECURITIES ACT RELATING TO THE DISPOSITION OF SECURITIES), OR (iii)
            AN OPINION OF COUNSEL, IF SUCH OPINION SHALL BE REASONABLY
            SATISFACTORY TO COUNSEL FOR THE ISSUER, THAN AN EXEMPTION FROM
            REGISTRATION UNDER THE SECURITIES ACT IS AVAILABLE. IN ADDITION,
            THIS CERTIFICATE OF STOCK AND SHARES REPRESENTED HEREBY AND HELD
            SUBJECT TO THE TERMS AND CONDITIONS CONTAINED IN AN AGREEMENT BY AND
            AMONG THE SHAREHOLDERS OF THE CORPORATION AND THE CORPORATION DATED
            AS OF OCTOBER 1, 1997, AND ALL AMENDMENTS THERETO, AND MAY NOT BE
            TRANSFERRED EXCEPT IN ACCORDANCE WITH THE TERMS AND PROVISIONS
            THEREOF. A COPY OF SUCH AGREEMENT WILL BE FURNISHED BY THE
            CORPORATION UPON REQUEST."

            SECTION 3.  Reorganization; Mergers; Sales; Etc. If, at any time
during the Option Period, there shall be any capital reorganization,
reclassification of the Common Stock (the term "Common Stock" shall mean the
Company's Class A Common Stock and/or the Class B Stock) (other than a change in
par value or from par value to no par value or from no par value to par value or
as a result of a stock dividend or subdivision, split-up or combination of
shares), the consolidation or merger of the Corporation with or into another
corporation or of the sale of all or substantially all the properties and assets
of the Corporation as an entirety to any other corporation or person, the
unexercised and fully vested portion of this Option shall, after such
reorganization, reclassification, consolidation, merger or sale, be exercisable
for the kind and number of shares of stock or other securities or property of
the Corporation or of the corporation resulting from such consolidation or
surviving such merger or to which such properties and assets shall have been
sold to which the Holder would have been entitled if the Holder had held shares
of Class B Stock issuable upon the exercise hereof immediately prior to such
reorganization, reclassification, consolidation, merger or sale. The provisions
of this Section 3 shall similarly apply to successive reorganizations,
reclassifications, consolidations, mergers and sales.

            SECTION 4.  Adjustment of Option Shares and Option Price.

                  a. The number of Option Shares subject to this Option during
the Option Period shall be cumulative as to all prior dates of calculation and
shall be adjusted for any stock dividend, subdivision, split-up or combination
of Common Stock.

                  b. The Option Price shall be subject to adjustment from time
to time as follows:

            If, at any time during the Option Period, the number of shares of
Common Stock outstanding is altered by a stock dividend payable in shares of
Common Stock or by a subdivision or split-up 

<PAGE>

or combination of shares of Common Stock, then, immediately following the record
date fixed for the determination of holders of shares of Common Stock, entitled
to receive such subdivision or split-up or combination, the Option Price shall
be appropriately increased or decreased and the number of shares of Common Stock
issuable upon the exercise hereof shall be increased or decreased, pursuant to
the formula set forth in Section 4.c.

                  c. Upon each adjustment of the Option Price pursuant to the
provisions of this Section 4, the number of shares of Common Stock issuable upon
the exercise hereof shall be adjusted to the nearest full share of Common Stock
by multiplying a number equal to the Option Price in effect immediately prior to
such adjustment by the number of shares of Common Stock issuable immediately
prior to such adjustment and dividing the product so obtained by the adjusted
Option Price.

                  d. Should additional shares of Class A Common Stock, $.01 par
value, over and abovethe 4,000,000 shares presently authorized, be issued after
the effective date of this Option Agreement, then the number of shares issuable
upon exercise of this Option shall be increased by the same percentage that the
total number of issued Class A Common Stock has been increased.

                  e. The Corporation will use its best efforts to amend its
certificate of incorporation to authorize additional Class B Stock should the
number of shares of Class B Stock issuable upon exercise of the Option be
increased in accordance with the terms of this agreement.

            SECTION 5.  Termination of the Options.

                   a. Termination of Options in General. Subject to subsection
5(b), the Option granted hereby shall terminate and the Option shall no longer
be exercisable after October 1, 2007.

                   b. Option Rights Upon Death, Disability, Resignation. If a
Holder dies or becomes disabled while employed by the Corporation, ACTV, Inc. or
any affiliate or subsidiary of ACTV, Inc. (collectively, the "ACTV Group"), or
resigns from employment with the ACTV Group prior to his complete exercise of
the Option, the Holder (or his heirs) may exercise his Option at any time during
the option period, to the extent that the Holder was entitled to exercise the
Option at the date such event, and the Class B Stock underlying the Option shall
convert into Class A Stock on the second anniversary of the occurrence of such
death, disability or resignation.

            SECTION 6.  Termination of Employment. In the event that a Holder 
is terminated from employment with the ACTV Group for any reason during the
Option Period then (i) all Options granted to the Holder hereunder shall become
vested and 

<PAGE>

immediately exercisable at an exercise price of $.10 per share adjusted for any
stock splits and capital reorganizations having a similar effect, subsequent to
the effective date hereof, (ii) all Options may be exercised at any time during
the Option Period and (iii) anything herein to the contrary notwithstanding, the
Shares underlying the Options, whether exercised prior or subsequent to the
termination shall not convert to Class A stock except as set forth in the
applicable Shareholder Agreement.

            SECTION 7.  Transfer of Option; Successors And Assigns. This
Agreement (including the Option) and all rights hereunder shall not be
transferable at any time without the prior written consent of the Corporation.
This Agreement and all the rights hereunder shall be binding upon and inure to
the benefit of the parties hereto and their respective successors, approved
assigns and approved transferees.

            SECTION 8.  Notices. All notices or other communications which are 
required or permitted hereunder shall be in writing and sufficient if delivered
personally or sent by registered or certified mail, postage prepaid, return
receipt requested, addressed as follows:

            If to the Corporation:

            ACTV Net, Inc.
            1270 Avenue of the Americas
            New York, NY  10020

            Attention: President

            With a copy to:

            Gersten, Savage, Kaplowitz, Fredericks & Curtin, LLP
            101 East 52 Street
            New York, NY  10022

            Attention:  Wesley C. Fredericks

            If to the Holder, to:

            William Samuels
            171 West 57th Street
            New York, New York 10023

or to such other address as the party to whom notice is to be given may have
furnished to the other party in writing in accordance herewith. If mailed as
aforesaid, any such communication shall be deemed to have given on the third
business day following the day on which the piece of mail containing such
communication is posted.
<PAGE>

            SECTION 9.  Governing Law. This Agreement shall be governed by, and
construed in accordance with the laws of the State of Delaware.

            SECTION 10. Entire Agreement. This Agreement contains the entire
agreement between the parties hereto with respect to the transactions
contemplated herein and supersedes all previously written or oral negotiations,
commitments, representations and agreement.

            SECTION 11. Amendments and Modifications. This Agreement, or any 
provision hereof, may not be amended, changed or modified without the prior
written consent of each of the parties hereto.

            IN WITNESS WHEREOF, the parties hereto have caused this Option
Agreement to be executed and delivered as of the date first above written.

                                    ACTV NET, INC.

                                    By:_______________________________

AGREED TO AND ACCEPTED BY
HOLDER:


____________________________________
Signature


____________________________________
Print Name



                                OPTION AGREEMENT

            OPTION AGREEMENT, dated as of October 1, 1997, between, ACTV Net,
Inc., a Delaware corporation (the "Corporation") and Bruce Crowley (the
"Holder").

            WHEREAS, the Corporation desires to grant to the Holder, the right
and option to purchase shares (the "Option Shares") of Class B Common Stock,
$.01 par value per share (the "Class B Stock"), of the Corporation, on the terms
and subject to the conditions hereinafter set forth.

            NOW, THEREFORE, in consideration of the receipt of $1.00 and other
good and valuable consideration, the receipt of which is hereby acknowledged,
the parties hereby agree as follows:

            SECTION 1.   Option to Purchase Common Stock.

                  a. The Corporation hereby grants to the Holder an option (the
"Option") to purchase from the Corporation 60,000 Option Shares, at a purchase
price of $1.90 per Option Share (the "Option Price"). The Holder's right and
option to purchase the Option Shares shall vest, subject to subsection 1(d) and
Section 6, as follows: (i) 30,000 Option Shares vest January 1, 1998, (ii)
30,000 Option Shares vest on July 1, 1998 (each an "Installment") at the Option
Price, so long as the Holder is employed by the Corporation. Said right shall be
cumulative. With respect to each Installment, the "Option Period" shall commence
on the date said Installment vests and terminate on October 1, 2007.

                  b. Except as limited by Section 5,an Installment may be
exercised, in whole or part, by the Holder by delivery to the Corporation, at
any time during the Option Period, of a written notice(the "Option
Notice"), which Option Notice shall state the Holder's intention to exercise the
Option, the date on which the Holder proposes to purchase the Option Shares (the
"Closing Date") and the number of Option Shares to be purchased on the Closing
Date, which Closing Date shall be no later than 30 days nor earlier than 10 days
following the date of the Option Notice. Upon receipt by the Corporation of an
Option Notice from the Holder, the Holder shall be obligated to purchase that
number of Option Shares to be purchased on the Closing Date set forth in the
Option Notice.

                  c. The purchase and sale of Option Shares acquired pursuant to
the terms of this Option Agreement shall be made on the Closing Date at the
offices of the Corporation. Delivery of the stock certificate or other
instrument registered in the name of the Holder, evidencing the Option Shares
being purchased on the Closing Date, shall be made by the Corporation to the
Holder on the Closing Date against the delivery to the Corporation of a
certified or bank check in the full amount of the aggregate purchase price
therefor.


<PAGE>

                  d. Should ACTV, Inc. ("ACTV") undergo a Change in Control, as
defined below, or should another corporation which can exercise control over the
Corporation sell or attempt to sell all or substantially all of the assets of
said Corporation, or should more than 50% of its voting power be acquired by a
party which is not affiliated with or controlled by ACTV, then all of the
Holder's rights to exercise the Option for all the Option Shares shall be
accelerated so that the Installments to purchase all Option Shares shall be
fully vested at the time of said event and the exercisable price shall reduce to
$.10 per share. A Change in Control shall be the occurrence of any one of the
following events:

                     (i) A person (other than a person who is an officer or a
Director of ACTV on the effective date hereof), including a "group" as defined
in Section 13(d)(3) of the Securities Exchange Act of 1934, becomes, or obtains
the right to become, the beneficial owner of ACTV's securities having 30% or
more of the combined voting power of then outstanding securities of ACTV that
may be cast for the election of directors of ACTV;

                     (ii) At any time, a majority of the Board-nominated slate
of candidates for the Board of ACTV is not elected;

                     (iii) ACTV consummates a merger in which it is not the
surviving entity;

                     (iv) Substantially all ACTV's assets are sold; or

                     (v) ACTV's stockholders approve the dissolution or
liquidation of ACTV.

            SECTION 2.   Representations and Warranties of The Holder. The 
Holder hereby represents and warrants to the Corporation that in the event the
Holder acquires any Option Shares, such Option Shares will be acquired for his
own account, for investment and not with a view to the distribution thereof. The
Holder understands the Option Shares will not be registered under the Securities
Act of 1933, as amended (the "Securities Act"), and that they must be held
indefinitely unless a subsequent disposition thereof is registered under the
Securities Act or the transaction is exempt from registration. The certificate
or certificates representing any Option Shares shall bear the following
restrictive legend:

                  "THESE SECURITIES HAVE NOT BEEN REGISTERED UNDER THE
            SECURITIES ACT OF 1933, AS AMENDED (THE "SECURITIES ACT"), AND MAY
            NOT BE SOLD, TRANSFERRED, PLEDGED, HYPOTHECATED OR OTHERWISE
            DISPOSED OF IN THE ABSENCE OF (i) AN EFFECTIVE REGISTRATION
            STATEMENT UNDER THE 

<PAGE>

            SECURITIES ACT OF 1933; OR (ii) TO THE EXTENT APPLICABLE, RULE 144
            UNDER SUCH ACT (OR SIMILAR RULE UNDER THE SECURITIES ACT RELATING TO
            THE DISPOSITION OF SECURITIES), OR (iii) AN OPINION OF COUNSEL, IF
            SUCH OPINION SHALL BE REASONABLY SATISFACTORY TO COUNSEL FOR THE
            ISSUER, THAN AN EXEMPTION FROM REGISTRATION UNDER THE SECURITIES ACT
            IS AVAILABLE. IN ADDITION, THIS CERTIFICATE OF STOCK AND SHARES
            REPRESENTED HEREBY AND HELD SUBJECT TO THE TERMS AND CONDITIONS
            CONTAINED IN AN AGREEMENT BY AND AMONG THE SHAREHOLDERS OF THE
            CORPORATION AND THE CORPORATION DATED AS OF OCTOBER 1, 1997, AND ALL
            AMENDMENTS THERETO, AND MAY NOT BE TRANSFERRED EXCEPT IN ACCORDANCE
            WITH THE TERMS AND PROVISIONS THEREOF. A COPY OF SUCH AGREEMENT WILL
            BE FURNISHED BY THE CORPORATION UPON REQUEST."

            SECTION 3.   Reorganization; Mergers; Sales; Etc. If, at any time
during the Option Period, there shall be any capital reorganization,
reclassification of the Common Stock (the term "Common Stock" shall mean the
Company's Class A Common Stock and/or the Class B Stock) (other than a change in
par value or from par value to no par value or from no par value to par value or
as a result of a stock dividend or subdivision, split-up or combination of
shares), the consolidation or merger of the Corporation with or into another
corporation or of the sale of all or substantially all the properties and assets
of the Corporation as an entirety to any other corporation or person, the
unexercised and fully vested portion of this Option shall, after such
reorganization, reclassification, consolidation, merger or sale, be exercisable
for the kind and number of shares of stock or other securities or property of
the Corporation or of the corporation resulting from such consolidation or
surviving such merger or to which such properties and assets shall have been
sold to which the Holder would have been entitled if the Holder had held shares
of Class B Stock issuable upon the exercise hereof immediately prior to such
reorganization, reclassification, consolidation, merger or sale. The provisions
of this Section 3 shall similarly apply to successive reorganizations,
reclassifications, consolidations, mergers and sales.

            SECTION 4.   Adjustment of Option Shares and Option Price.

                  a. The number of Option Shares subject to this Option during
the Option Period shall be cumulative as to all prior dates of calculation and
shall be adjusted for any stock dividend, subdivision, split-up or combination
of Common Stock.

                  b. The Option Price shall be subject to adjustment from time
to time as follows:

            If, at any time during the Option Period, the number of shares of
Common Stock outstanding is altered by a stock dividend 


<PAGE>

payable in shares of Common Stock or by a subdivision or split-up or combination
of shares of Common Stock, then, immediately following the record date fixed for
the determination of holders of shares of Common Stock, entitled to receive such
subdivision or split-up or combination, the Option Price shall be appropriately
increased or decreased and the number of shares of Common Stock issuable upon
the exercise hereof shall be increased or decreased, pursuant to the formula set
forth in Section 4.c.

                  c. Upon each adjustment of the Option Price pursuant to the
provisions of this Section 4, the number of shares of Common Stock issuable upon
the exercise hereof shall be adjusted to the nearest full share of Common Stock
by multiplying a number equal to the Option Price in effect immediately prior to
such adjustment by the number of shares of Common Stock issuable immediately
prior to such adjustment and dividing the product so obtained by the adjusted
Option Price.

                  d. Should additional shares of Class A Common Stock, $.01 par
value, over and above the 4,000,000 shares presently authorized, be issued after
the effective date of this Option Agreement, then the number of shares issuable
upon exercise of this Option shall be increased by the same percentage that the
total number of issued Class A Common Stock has been increased.

                  e. The Corporation will use its best efforts to amend its
certificate of incorporation to authorize additional Class B Stock should the
number of shares of Class B Stock issuable upon exercise of the Option be
increased in accordance with the terms of this agreement.

            SECTION 5.   Termination of the Options.

                   a. Termination of Options in General. Subject to subsection
5(b), the Option granted hereby shall terminate and the Option shall no longer
be exercisable after October 1, 2007.

                   b. Option Rights Upon Death, Disability, Resignation. If a
Holder dies or becomes disabled while employed by the Corporation, ACTV, Inc. or
any affiliate or subsidiary of ACTV, Inc. (collectively, the "ACTV Group"), or
resigns from employment with the ACTV Group prior to his complete exercise of
the Option, the Holder (or his heirs) may exercise his Option at any time during
the option period, to the extent that the Holder was entitled to exercise the
Option at the date such event, and the Class B Stock underlying the Option shall
convert into Class A Stock on the second anniversary of the occurrence of such
death, disability or resignation.

            SECTION 6. Termination of Employment. In the event that a Holder is
terminated from employment with the ACTV Group for any reason during the Option
Period then (i) all Options 


<PAGE>

granted to the Holder hereunder shall become vested and immediately exercisable
at an exercise price of $.10 per share adjusted for any stock splits and capital
reorganizations having a similar effect, subsequent to the effective date
hereof, (ii) all Options may be exercised at any time during the Option Period
and (iii) anything herein to the contrary notwithstanding, the Shares underlying
the Options, whether exercised prior or subsequent to the termination shall not
convert to Class A stock except as set forth in the applicable Shareholder
Agreement.

            SECTION 7.   Transfer of Option; Successors And Assigns. This
Agreement (including the Option) and all rights hereunder shall not be
transferable at any time without the prior written consent of the Corporation.
This Agreement and all the rights hereunder shall be binding upon and inure to
the benefit of the parties hereto and their respective successors, approved
assigns and approved transferees.

            SECTION 8.   Notices.  All notices or other communications which 
are required or permitted hereunder shall be in writing and sufficient if
delivered personally or sent by registered or certified mail, postage prepaid,
return receipt requested, addressed as follows:

            If to the Corporation:

            ACTV Net, Inc.
            1270 Avenue of the Americas
            New York, NY  10020

            Attention: President

            With a copy to:

            Gersten, Savage, Kaplowitz, Fredericks & Curtin, LLP
            101 East 52 Street
            New York, NY  10022

            Attention:  Wesley C. Fredericks

            If to the Holder, to:

            Bruce Crowley
            257 West 17th Street
            New York, New York  10011

or to such other address as the party to whom notice is to be given may have
furnished to the other party in writing in accordance herewith. If mailed as
aforesaid, any such communication shall be deemed to have given on the third
business day following the day on which the piece of mail containing such
communication is posted.

<PAGE>

            SECTION 9.   Governing Law. This Agreement shall be governed by, 
and construed in accordance with the laws of the State of Delaware.

            SECTION 10.  Entire Agreement. This Agreement contains the entire
agreement between the parties hereto with respect to the transactions
contemplated herein and supersedes all previously written or oral negotiations,
commitments, representations and agreement.

            SECTION 11.  Amendments and  Modifications.  This Agreement, or any 
provision hereof, may not be amended, changed or modified without the prior
written consent of each of the parties hereto.

            IN WITNESS WHEREOF, the parties hereto have caused this Option
Agreement to be executed and delivered as of the date first above written.

                                    ACTV NET, INC.

                                    By:________________________________
                                       
AGREED TO AND ACCEPTED BY
HOLDER:

_________________________________________
Signature


_________________________________________
Print Name



                                OPTION AGREEMENT

            OPTION AGREEMENT, dated as of March 14, 1997, amended January 14,
1998 between, ACTV Entertainment, Inc., a Delaware corporation (the
"Corporation") and William Samuels (the "Holder").

            WHEREAS, the Corporation desires to grant to the Holder, the right
and option to purchase shares (the "Option Shares") of Class B Common Stock,
$.01 par value per share (the "Class B Stock"), of the Corporation, on the terms
and subject to the conditions hereinafter set forth.

            NOW, THEREFORE, in consideration of the receipt of $1.00 and other
good and valuable consideration, the receipt of which is hereby acknowledged,
the parties hereby agree as follows:

            SECTION 1.        Option to Purchase Common Stock.

                  a. The Corporation hereby grants to the Holder an option (the
"Option") to purchase from the Corporation 350,000 Option Shares, at a purchase
price of $.10 per Option Share (the "Option Price"). The Holder's right and
option to purchase the Option Shares shall vest, subject to subsection 1(d) and
Section 6, as follows: (i) 95,000 Option Shares vest July 1, 1997, (ii) 65,000
Option Shares vest on January 1, 1998, (iii) 65,000 Option Shares vest July 1,
1998; (iv) 125,000 Option Shares vest January 1, 1999 (each an "Installment") at
the Option Price, so long as the Holder is employed by the Corporation. Said
right shall be cumulative. With respect to each Installment, the "Option Period"
shall commence on the date said Installment vests and terminate on March 14,
2007.

                  b. Except as limited by Section 5,an Installment may be
exercised, in whole or part, by the Holder by delivery to the Corporation, at
any time during the Option Period, of a written notice (the "Option
Notice"),which Option Notice shall state the Holder's intention to exercise the
Option, the date on which the Holder proposes to purchase the Option Shares (the
"Closing Date") and the number of Option Shares to be purchased on the Closing
Date, which Closing Date shall be no later than 30 days nor earlier than 10 days
following the date of the Option Notice. Upon receipt by the Corporation of an
Option Notice from the Holder, the Holder shall be obligated to purchase that
number of Option Shares to be purchased on the Closing Date set forth in the
Option Notice.

                  c. The purchase and sale of Option Shares acquired pursuant to
the terms of this Option Agreement shall be made on the Closing Date at the
offices of the Corporation. Delivery of the stock certificate or other
instrument registered in the name of the Holder, evidencing the Option Shares
being purchased on the Closing Date, shall be made by the Corporation to the
Holder on the Closing Date against the delivery to the Corporation of a
certified or bank check in the full amount of the aggregate purchase price
therefor.

<PAGE>

                  d. Should ACTV, Inc. ("ACTV") undergo a Change in Control, as
defined below, or should another corporation which can exercise control over the
Corporation sell or attempt to sell all or substantially all of the assets of
said Corporation, or should more than 50% of its voting power be acquired by a
party which is not affiliated with or controlled by ACTV, then all of the
Holder's rights to exercise the Option for all the Option Shares shall be
accelerated so that the Installments to purchase all Option Shares shall be
fully vested at the time of said event at the exercisable price of $.10 per
share. A Change in Control shall be the occurrence of any one of the following
events:

                        (i) A person (other than a person who is an officer or a
Director of ACTV on the effective date hereof), including a "group" as defined
in Section 13(d)(3) of the Securities Exchange Act of 1934, becomes, or obtains
the right to become, the beneficial owner of ACTV's securities having 30% or
more of the combined voting power of then outstanding securities of ACTV that
may be cast for the election of directors of ACTV;

                        (ii) At any time, a majority of the Board-nominated
slate of candidates for the Board of ACTV is not elected;

                        (iii) ACTV consummates a merger in which it is not the
surviving entity;

                        (iv)  Substantially all ACTV's assets are sold; or

                        (v) ACTV's stockholders approve the dissolution or
liquidation of ACTV.

            SECTION 2. Representations and Warranties of The Holder. The Holder
hereby represents and warrants to the Corporation that in the event the Holder
acquires any Option Shares, such Option Shares will be acquired for his own
account, for investment and not with a view to the distribution thereof. The
Holder understands the Option Shares will not be registered under the Securities
Act of 1933, as amended (the "Securities Act"), and that they must be held
indefinitely unless a subsequent disposition thereof is registered under the
Securities Act or the transaction is exempt from registration. The certificate
or certificates representing any Option Shares shall bear the following
restrictive legend:

                  "THESE SECURITIES HAVE NOT BEEN REGISTERED UNDER THE
            SECURITIES ACT OF 1933, AS AMENDED (THE "SECURITIES ACT"), AND MAY
            NOT BE SOLD, TRANSFERRED, PLEDGED, HYPOTHECATED OR OTHERWISE
            DISPOSED OF IN THE ABSENCE OF (i) AN EFFECTIVE REGISTRATION
            STATEMENT UNDER THE 
<PAGE>

            SECURITIES ACT OF 1933; OR (ii) TO THE EXTENT APPLICABLE, RULE 144
            UNDER SUCH ACT (OR SIMILAR RULE UNDER THE SECURITIES ACT RELATING TO
            THE DISPOSITION OF SECURITIES), OR (iii) AN OPINION OF COUNSEL, IF
            SUCH OPINION SHALL BE REASONABLY SATISFACTORY TO COUNSEL FOR THE
            ISSUER, THAN AN EXEMPTION FROM REGISTRATION UNDER THE SECURITIES ACT
            IS AVAILABLE. IN ADDITION, THIS CERTIFICATE OF STOCK AND SHARES
            REPRESENTED HEREBY AND HELD SUBJECT TO THE TERMS AND CONDITIONS
            CONTAINED IN AN AGREEMENT BY AND AMONG THE SHAREHOLDERS OF THE
            CORPORATION AND THE CORPORATION DATED AS OF MARCH 6, 1997, AND ALL
            AMENDMENTS THERETO, AND MAY NOT BE TRANSFERRED EXCEPT IN ACCORDANCE
            WITH THE TERMS AND PROVISIONS THEREOF. A COPY OF SUCH AGREEMENT WILL
            BE FURNISHED BY THE CORPORATION UPON REQUEST."

            SECTION 3. Reorganization; Mergers; Sales; Etc. If, at any time
during the Option Period, there shall be any capital reorganization,
reclassification of the Common Stock (the term "Common Stock" shall mean the
Company's Class A Common Stock and/or the Class B Stock) (other than a change in
par value or from par value to no par value or from no par value to par value or
as a result of a stock dividend or subdivision, split-up or combination of
shares), the consolidation or merger of the Corporation with or into another
corporation or of the sale of all or substantially all the properties and assets
of the Corporation as an entirety to any other corporation or person, the
unexercised and fully vested portion of this Option shall, after such
reorganization, reclassification, consolidation, merger or sale, be exercisable
for the kind and number of shares of stock or other securities or property of
the Corporation or of the corporation resulting from such consolidation or
surviving such merger or to which such properties and assets shall have been
sold to which the Holder would have been entitled if the Holder had held shares
of Class B Stock issuable upon the exercise hereof immediately prior to such
reorganization, reclassification, consolidation, merger or sale. The provisions
of this Section 3 shall similarly apply to successive reorganizations,
reclassifications, consolidations, mergers and sales.

            SECTION 4. Adjustment of Option Shares and Option Price.

                  a. The number of Option Shares subject to this Option during
the Option Period shall be cumulative as to all prior dates of calculation and
shall be adjusted for any stock dividend, subdivision, split-up or combination
of Common Stock.

                  b. The Option Price shall be subject to adjustment from time
to time as follows:

            If, at any time during the Option Period, the number of shares of
Common Stock outstanding is altered by a stock dividend
<PAGE>

payable in shares of Common Stock or by a subdivision or split-up or combination
of shares of Common Stock, then, immediately following the record date fixed for
the determination of holders of shares of Common Stock, entitled to receive such
subdivision or split-up or combination, the Option Price shall be appropriately
increased or decreased and the number of shares of Common Stock issuable upon
the exercise hereof shall be increased or decreased, pursuant to the formula set
forth in Section 4.c.

                  c. Upon each adjustment of the Option Price pursuant to the
provisions of this Section 4, the number of shares of Common Stock issuable upon
the exercise hereof shall be adjusted to the nearest full share of Common Stock
by multiplying a number equal to the Option Price in effect immediately prior to
such adjustment by the number of shares of Common Stock issuable immediately
prior to such adjustment and dividing the product so obtained by the adjusted
Option Price.

                  d. Should additional shares of Class A Common Stock, $.01 par
value, over and above the 4,000,000 shares presently authorized, be issued after
the effective date of this Option Agreement, then the number of shares issuable
upon exercise of this Option shall be increased by the same percentage that the
total number of issued Class A Common Stock has been increased.

                  e. The Corporation will use its best efforts to amend its
certificate of incorporation to authorize additional Class B Stock should the
number of shares of Class B Stock issuable upon exercise of the Option be
increased in accordance with the terms of this agreement.

            SECTION 5. Termination of the Options.

                   a. Termination of Options in General. Subject to subsection
5(b), the Option granted hereby shall terminate and the Option shall no longer
be exercisable after March 14, 2007.

                   b. Option Rights Upon Death, Disability, Resignation. If a
Holder dies or becomes disabled while employed by the Corporation, ACTV, Inc. or
any affiliate or subsidiary of ACTV, Inc. (collectively, the "ACTV Group"), or
resigns from employment with the ACTV Group prior to his complete exercise of
the Option, the Holder (or his heirs) may exercise his Option at any time during
the option period, to the extent that the Holder was entitled to exercise the
Option at the date such event, and the Class B Stock underlying the Option shall
convert into Class A Stock on the second anniversary of the occurrence of such
death, disability or resignation.

            SECTION 6. Termination of Employment. In the event that a Holder is
terminated from employment with the ACTV Group for any reason during the Option
Period then (i) all Options

<PAGE>

granted to the Holder hereunder shall become vested and immediately exercisable
at an exercise price of $.10 per share adjusted for any stock splits and capital
reorganizations having a similar effect, subsequent to the effective date
hereof, (ii) all Options may be exercised at any time during the Option Period
and (iii) anything herein to the contrary notwithstanding, the Shares underlying
the Options, whether exercised prior or subsequent to the termination shall not
convert to Class A stock except as set forth in the applicable Shareholder
Agreement.

            SECTION 7. Transfer of Option; Successors And Assigns. This
Agreement (including the Option) and all rights hereunder shall not be
transferable at any time without the prior written consent of the Corporation.
This Agreement and all the rights hereunder shall be binding upon and inure to
the benefit of the parties hereto and their respective successors, approved
assigns and approved transferees.

            SECTION 8. Notices.  All notices or other communications which are 
required or permitted hereunder shall be in writing and sufficient if delivered
personally or sent by registered or certified mail, postage prepaid, return
receipt requested, addressed as follows:

            If to the Corporation:

            ACTV Entertainment, Inc.
            1270 Avenue of the Americas
            New York, NY  10020

            Attention: Christopher C. Cline

            If to the Holder, to:

            William Samuels
            171 West 57th Street
            New York, New York  10019

or to such other address as the party to whom notice is to be given may have
furnished to the other party in writing in accordance herewith. If mailed as
aforesaid, any such communication shall be deemed to have given on the third
business day following the day on which the piece of mail containing such
communication is posted.

<PAGE>

            SECTION 9.  Governing Law.    This  Agreement  shall be  governed  
by, and construed in accordance with the laws of the State of Delaware.

            SECTION 10. Entire Agreement. This Agreement contains the entire
agreement between the parties hereto with respect to the transactions
contemplated herein and supersedes all previously written or oral negotiations,
commitments, representations and agreement, including the original March 14,
1997 option agreement.

            SECTION 11. Amendments and  Modifications.  This Agreement,  or any 
provision hereof, may not be amended, changed or modified without the prior
written consent of each of the parties hereto.

            IN WITNESS WHEREOF, the parties hereto have caused this Option
Agreement to be executed and delivered as of the date first above written.

                                    ACTV ENTERTAINMENT, INC.

                                    By:
                                        ----------------------------------------



AGREED TO AND ACCEPTED BY
HOLDER:


- ----------------------------------------
Signature


- ----------------------------------------
Print Name




                               OPTION AGREEMENT

            OPTION AGREEMENT, dated as of March 14, 1997, amended January 14,
1998 between, ACTV Entertainment, Inc., a Delaware corporation (the
"Corporation") and David Reese (the "Holder").

            WHEREAS, the Corporation desires to grant to the Holder, the right
and option to purchase shares (the "Option Shares") of Class B Common Stock,
$.01 par value per share (the "Class B Stock"), of the Corporation, on the terms
and subject to the conditions hereinafter set forth.

            NOW, THEREFORE, in consideration of the receipt of $1.00 and other
good and valuable consideration, the receipt of which is hereby acknowledged,
the parties hereby agree as follows:

            SECTION 1. Option to Purchase Common Stock.

                  a. The Corporation hereby grants to the Holder an option (the
"Option") to purchase from the Corporation 350,000 Option Shares, at a purchase
price of $.10 per Option Share (the "Option Price"). The Holder's right and
option to purchase the Option Shares shall vest, subject to subsection 1(d) and
Section 6, as follows: (i) 95,000 Option Shares vest July 1, 1997, (ii) 65,000
Option Shares vest on January 1, 1998, (iii) 65,000 Option Shares vest July 1,
1998; (iv) 125,000 Option Shares vest January 1, 1999 (each an "Installment") at
the Option Price, so long as the Holder is employed by the Corporation. Said
right shall be cumulative. With respect to each Installment, the "Option Period"
shall commence on the date said Installment vests and terminate on March 14,
2007.

                  b. Except as limited by Section 5,an Installment may be
exercised, in whole or part, by the Holder by delivery to the Corporation, at
any time during the Option Period, of a written notice (the "Option
Notice"),which Option Notice shall state the Holder's intention to exercise the
Option, the date on which the Holder proposes to purchase the Option Shares (the
"Closing Date") and the number of Option Shares to be purchased on the Closing
Date, which Closing Date shall be no later than 30 days nor earlier than 10 days
following the date of the Option Notice. Upon receipt by the Corporation of an
Option Notice from the Holder, the Holder shall be obligated to purchase that
number of Option Shares to be purchased on the Closing Date set forth in the
Option Notice.

                  c. The purchase and sale of Option Shares acquired pursuant to
the terms of this Option Agreement shall be made on the Closing Date at the
offices of the Corporation. Delivery of the stock certificate or other
instrument registered in the name of the Holder, evidencing the Option Shares
being purchased on the Closing Date, shall be made by the Corporation to the
Holder on the Closing Date against the delivery to the Corporation of a
certified or bank check in the full amount of the aggregate purchase price
therefor.

<PAGE>

                  d. Should ACTV, Inc. ("ACTV") undergo a Change in Control, as
defined below, or should another corporation which can exercise control over the
Corporation sell or attempt to sell all or substantially all of the assets of
said Corporation, or should more than 50% of its voting power be acquired by a
party which is not affiliated with or controlled by ACTV, then all of the
Holder's rights to exercise the Option for all the Option Shares shall be
accelerated so that the Installments to purchase all Option Shares shall be
fully vested at the time of said event at the exercisable price of $.10 per
share. A Change in Control shall be the occurrence of any one of the following
events:

                        (i) A person (other than a person who is an officer or a
Director of ACTV on the effective date hereof), including a "group" as defined
in Section 13(d)(3) of the Securities Exchange Act of 1934, becomes, or obtains
the right to become, the beneficial owner of ACTV's securities having 30% or
more of the combined voting power of then outstanding securities of ACTV that
may be cast for the election of directors of ACTV;

                        (ii) At any time, a majority of the Board-nominated
slate of candidates for the Board of ACTV is not elected;

                        (iii) ACTV consummates a merger in which it is not the
surviving entity;

                        (iv)  Substantially all ACTV's assets are sold; or

                        (v) ACTV's stockholders approve the dissolution or
liquidation of ACTV.

            SECTION 2. Representations and Warranties of The Holder. The Holder
hereby represents and warrants to the Corporation that in the event the Holder
acquires any Option Shares, such Option Shares will be acquired for his own
account, for investment and not with a view to the distribution thereof. The
Holder understands the Option Shares will not be registered under the Securities
Act of 1933, as amended (the "Securities Act"), and that they must be held
indefinitely unless a subsequent disposition thereof is registered under the
Securities Act or the transaction is exempt from registration. The certificate
or certificates representing any Option Shares shall bear the following
restrictive legend:

                  "THESE SECURITIES HAVE NOT BEEN REGISTERED UNDER THE
            SECURITIES ACT OF 1933, AS AMENDED (THE "SECURITIES ACT"), AND MAY
            NOT BE SOLD, TRANSFERRED, PLEDGED, HYPOTHECATED OR OTHERWISE
            DISPOSED OF IN THE ABSENCE OF (i) AN EFFECTIVE REGISTRATION
            STATEMENT UNDER THE
<PAGE>

            SECURITIES ACT OF 1933; OR (ii) TO THE EXTENT APPLICABLE, RULE 144
            UNDER SUCH ACT (OR SIMILAR RULE UNDER THE SECURITIES ACT RELATING TO
            THE DISPOSITION OF SECURITIES), OR (iii) AN OPINION OF COUNSEL, IF
            SUCH OPINION SHALL BE REASONABLY SATISFACTORY TO COUNSEL FOR THE
            ISSUER, THAN AN EXEMPTION FROM REGISTRATION UNDER THE SECURITIES ACT
            IS AVAILABLE. IN ADDITION, THIS CERTIFICATE OF STOCK AND SHARES
            REPRESENTED HEREBY AND HELD SUBJECT TO THE TERMS AND CONDITIONS
            CONTAINED IN AN AGREEMENT BY AND AMONG THE SHAREHOLDERS OF THE
            CORPORATION AND THE CORPORATION DATED AS OF MARCH 6, 1997, AND ALL
            AMENDMENTS THERETO, AND MAY NOT BE TRANSFERRED EXCEPT IN ACCORDANCE
            WITH THE TERMS AND PROVISIONS THEREOF. A COPY OF SUCH AGREEMENT WILL
            BE FURNISHED BY THE CORPORATION UPON REQUEST."

            SECTION 3. Reorganization; Mergers; Sales; Etc. If, at any time
during the Option Period, there shall be any capital reorganization,
reclassification of the Common Stock (the term "Common Stock" shall mean the
Company's Class A Common Stock and/or the Class B Stock) (other than a change in
par value or from par value to no par value or from no par value to par value or
as a result of a stock dividend or subdivision, split-up or combination of
shares), the consolidation or merger of the Corporation with or into another
corporation or of the sale of all or substantially all the properties and assets
of the Corporation as an entirety to any other corporation or person, the
unexercised and fully vested portion of this Option shall, after such
reorganization, reclassification, consolidation, merger or sale, be exercisable
for the kind and number of shares of stock or other securities or property of
the Corporation or of the corporation resulting from such consolidation or
surviving such merger or to which such properties and assets shall have been
sold to which the Holder would have been entitled if the Holder had held shares
of Class B Stock issuable upon the exercise hereof immediately prior to such
reorganization, reclassification, consolidation, merger or sale. The provisions
of this Section 3 shall similarly apply to successive reorganizations,
reclassifications, consolidations, mergers and sales.

            SECTION 4.  Adjustment of Option Shares and Option Price.

                  a. The number of Option Shares subject to this Option during
the Option Period shall be cumulative as to all prior dates of calculation and
shall be adjusted for any stock dividend, subdivision, split-up or combination
of Common Stock.

                  b. The Option Price shall be subject to adjustment from time
to time as follows:

            If, at any time during the Option Period, the number of shares of
Common Stock outstanding is altered by a stock dividend

<PAGE>

payable in shares of Common Stock or by a subdivision or split-up or combination
of shares of Common Stock, then, immediately following the record date fixed for
the determination of holders of shares of Common Stock, entitled to receive such
subdivision or split-up or combination, the Option Price shall be appropriately
increased or decreased and the number of shares of Common Stock issuable upon
the exercise hereof shall be increased or decreased, pursuant to the formula set
forth in Section 4.c.

                  c. Upon each adjustment of the Option Price pursuant to the
provisions of this Section 4, the number of shares of Common Stock issuable upon
the exercise hereof shall be adjusted to the nearest full share of Common Stock
by multiplying a number equal to the Option Price in effect immediately prior to
such adjustment by the number of shares of Common Stock issuable immediately
prior to such adjustment and dividing the product so obtained by the adjusted
Option Price.

                  d. Should additional shares of Class A Common Stock, $.01 par
value, over and above the 4,000,000 shares presently authorized, be issued after
the effective date of this Option Agreement, then the number of shares issuable
upon exercise of this Option shall be increased by the same percentage that the
total number of issued Class A Common Stock has been increased.

                  e. The Corporation will use its best efforts to amend its
certificate of incorporation to authorize additional Class B Stock should the
number of shares of Class B Stock issuable upon exercise of the Option be
increased in accordance with the terms of this agreement.

            SECTION 5. Termination of the Options.

                   a. Termination of Options in General. Subject to subsection
5(b), the Option granted hereby shall terminate and the Option shall no longer
be exercisable after March 14, 2007.

                   b. Option Rights Upon Death, Disability, Resignation. If a
Holder dies or becomes disabled while employed by the Corporation, ACTV, Inc. or
any affiliate or subsidiary of ACTV, Inc. (collectively, the "ACTV Group"), or
resigns from employment with the ACTV Group prior to his complete exercise of
the Option, the Holder (or his heirs) may exercise his Option at any time during
the option period, to the extent that the Holder was entitled to exercise the
Option at the date such event, and the Class B Stock underlying the Option shall
convert into Class A Stock on the second anniversary of the occurrence of such
death, disability or resignation.

            SECTION 6. Termination of Employment. In the event that a Holder is
terminated from employment with the ACTV Group for any reason during the Option
Period then (i) all Options

<PAGE>

granted to the Holder hereunder shall become vested and immediately exercisable
at an exercise price of $.10 per share adjusted for any stock splits and capital
reorganizations having a similar effect, subsequent to the effective date
hereof, (ii) all Options may be exercised at any time during the Option Period
and (iii) anything herein to the contrary notwithstanding, the Shares underlying
the Options, whether exercised prior or subsequent to the termination shall not
convert to Class A stock except as set forth in the applicable Shareholder
Agreement.

            SECTION 7. Transfer of Option; Successors And Assigns. This
Agreement (including the Option) and all rights hereunder shall not be
transferable at any time without the prior written consent of the Corporation.
This Agreement and all the rights hereunder shall be binding upon and inure to
the benefit of the parties hereto and their respective successors, approved
assigns and approved transferees.

            SECTION 8. Notices.  All notices or other communications which are 
required or permitted hereunder shall be in writing and sufficient if delivered
personally or sent by registered or certified mail, postage prepaid, return
receipt requested, addressed as follows:

            If to the Corporation:

            ACTV Entertainment, Inc.
            1270 Avenue of the Americas
            New York, NY  10020

            Attention: Christopher C. Cline

            With a copy to:

            Wesley C. Fredericks
            Gersten, Savage, Kaplowitz, Fredreicks & Curtin, LLP
            101 East 52 Street
            New York, New York  10022

            If to the Holder, to:

            David Reese
            30 Maclay Road
            Montville, New Jersey  07045

or to such other address as the party to whom notice is to be given may have
furnished to the other party in writing in accordance herewith. If mailed as
aforesaid, any such communication shall be deemed to have given on the third
business day following the day on which the piece of mail containing such
communication is posted.

<PAGE>

            SECTION 9. Governing Law. This  Agreement  shall be  governed  by, 
and  construed  in accordance with the laws of the State of Delaware.

            SECTION 10. Entire Agreement. This Agreement contains the entire
agreement between the parties hereto with respect to the transactions
contemplated herein and supersedes all previously written or oral negotiations,
commitments, representations and agreement, including the original March 14,
1997 option agreement.

            SECTION 11. Amendments and  Modifications.  This Agreement,  or any
provision hereof, may not be amended, changed or modified without the prior
written consent of each of the parties hereto.

            IN WITNESS WHEREOF, the parties hereto have caused this Option
Agreement to be executed and delivered as of the date first above written.

                                    ACTV ENTERTAINMENT, INC.

                                    By:
                                        ----------------------------------------
AGREED TO AND ACCEPTED BY
HOLDER:


- -----------------------------------
Signature


- -----------------------------------
Print Name



                                OPTION AGREEMENT

            OPTION AGREEMENT, dated as of June 3, 1997 and amended on January
14, 1998, between The Florida Individualized Television Network, Inc., a
Delaware corporation (the "Corporation") and William Samuels (the "Holder").

            WHEREAS, the Corporation desires to grant to the Holder, the right
and option to purchase shares (the "Option Shares") of Class B Common Stock,
$.01 par value per share (the "Class B Stock"), of the Corporation, on the terms
and subject to the conditions hereinafter set forth.

            NOW, THEREFORE, in consideration of the receipt of $1.00 and other
good and valuable consideration, the receipt of which is hereby acknowledged,
the parties hereby agree as follows:

            SECTION 1.  Option to Purchase Common Stock.

                  a. The Corporation hereby grants to the Holder an option (the
"Option") to purchase from the Corporation 250,000 Option Shares, at a purchase
price of $.10 per Option Share (the "Option Price"). The Holder's right and
option to purchase the Option Shares shall vest, subject to subsection 1(d) and
Section 6, as follows: (i) 85,000 Option Shares vest July 1, 1997, (ii) 55,000
Option Shares vest on January 1, 1998, (iii) 55,000 Option Shares vest July 1,
1998; (iv) 55,000 Option Shares vest January 1, 1999 (each an "Installment") at
the Option Price, so long as the Holder is employed by the Corporation, ACTV,
Inc. or any affiliate or subsidiary of ACTV, Inc. (collectively, the "ACTV
Group"). Said right shall be cumulative. With respect to each Installment, the
"Option Period" shall commence on the date said Installment vests and terminate
on June 2, 2007.

                  b. Except as limited by Section 5,an Installment may be
exercised, in whole or part, by the Holder by delivery to the Corporation, at
any time during the Option Period, of a written notice (the "Option
Notice"),which Option Notice shall state the Holder's intention to exercise the
Option, the date on which the Holder proposes to purchase the Option Shares (the
"Closing Date") and the number of Option Shares to be purchased on the Closing
Date, which Closing Date shall be no later than 30 days nor earlier than 10 days
following the date of the Option Notice. Upon receipt by the Corporation of an
Option Notice from the Holder, the Holder

<PAGE>

shall be obligated to purchase that number of Option Shares to be purchased on
the Closing Date set forth in the Option Notice.

                  c. The purchase and sale of Option Shares acquired pursuant to
the terms of this Option Agreement shall be made on the Closing Date at the
offices of the Corporation. Delivery of the stock certificate or other
instrument registered in the name of the Holder, evidencing the Option Shares
being purchased on the Closing Date, shall be made by the Corporation to the
Holder on the Closing Date against the delivery to the Corporation of a
certified or bank check in the full amount of the aggregate purchase price
therefor.

                  d. After January 1, 1999, the option shares may be exchanged,
in whole or in part for an equal number of ACTV, Inc. common shares assuming the
Corporation has been capitalized with a minimum of $5 million dollars of equity
or debt financing and is a subsidiary of ACTV Entertainment. The total option
exchange price per share of ACTV, Inc. common shares shall be the ACTV, Inc.
closing price on the date to which the financing referred to in the preceding
sentence is consummated.

                  e. Should ACTV, Inc. ("ACTV") undergo a Change in Control, as
defined below, or should another corporation which can exercise control over the
Corporation sell or attempt to sell all or substantially all of the assets of
said Corporation, or should more than 50% of its voting power be acquired by a
party which is not affiliated with or controlled by ACTV, then all of the
Holder's rights to exercise the Option for all the Option Shares shall be
accelerated so that the Installments to purchase all Option shares shall be
fully vested at the time of said event and the exchange price shall reduce to
$.10 per common share of ACTV, Inc. A Change in Control shall be the occurrence
of any one of the following events:

                        (i) A person (other than a person who is an officer or a
Director of ACTV on the effective date hereof), including a "group" as defined
in Section 13(d)(3) of the Securities Exchange Act of 1934, becomes, or obtains
the right to become, the beneficial owner of ACTV's securities having 30% or
more of the combined voting power of then outstanding securities of ACTV that
may be cast for the election of directors of ACTV;

                        (ii) At any time, a majority of the Board-nominated
slate of candidates for the Board of ACTV is not elected;
<PAGE>

                        (iii) ACTV consummates a merger in which it is not the
surviving entity;

                        (iv) Substantially all ACTV's assets are sold; or

                        (v) ACTV's stockholders approve the dissolution or
liquidation of ACTV.

            SECTION 2.  Representations and Warranties of The Holder. The 
Holder hereby represents and warrants to the Corporation that in the event the
Holder acquires any Option Shares, such Option Shares will be acquired for his
own account, for investment and not with a view to the distribution thereof. The
Holder understands the Option Shares will not be registered under the Securities
Act of 1933, as amended (the "Securities Act"), and that they must be held
indefinitely unless a subsequent disposition thereof is registered under the
Securities Act or the transaction is exempt from registration. The certificate
or certificates representing any Option Shares shall bear the following
restrictive legend:

                  "THESE SECURITIES HAVE NOT BEEN REGISTERED UNDER THE
            SECURITIES ACT OF 1933, AS AMENDED (THE "SECURITIES ACT"), AND MAY
            NOT BE SOLD, TRANSFERRED, PLEDGED, HYPOTHECATED OR OTHERWISE
            DISPOSED OF IN THE ABSENCE OF (i) AN EFFECTIVE REGISTRATION
            STATEMENT UNDER THE SECURITIES ACT OF 1933; OR (ii) TO THE EXTENT
            APPLICABLE, RULE 144 UNDER SUCH ACT (OR SIMILAR RULE UNDER THE
            SECURITIES ACT RELATING TO THE DISPOSITION OF SECURITIES), OR (iii)
            AN OPINION OF COUNSEL, IF SUCH OPINION SHALL BE REASONABLY
            SATISFACTORY TO COUNSEL FOR THE ISSUER, THAN AN EXEMPTION FROM
            REGISTRATION UNDER THE SECURITIES ACT IS AVAILABLE. IN ADDITION,
            THIS CERTIFICATE OF STOCK AND SHARES REPRESENTED HEREBY AND HELD
            SUBJECT TO THE TERMS AND CONDITIONS CONTAINED IN AN AGREEMENT BY AND
            AMONG THE SHAREHOLDERS OF THE CORPORATION AND THE CORPORATION DATED
            AS OF JUNE 3, 1997, AND ALL AMENDMENTS THERETO, AND MAY NOT BE
            TRANSFERRED EXCEPT IN ACCORDANCE WITH THE TERMS AND PROVISIONS
            THEREOF. A COPY OF SUCH AGREEMENT WILL BE FURNISHED BY THE
            CORPORATION UPON REQUEST."
<PAGE>

            SECTION 3.  Reorganization; Mergers; Sales; Etc. If, at any time
during the Option Period, there shall be any capital reorganization,
reclassification of the Common Stock (the term "Common Stock" shall mean the
Company's Class A Common Stock and/or the Class B Stock) (other than a change in
par value or from par value to no par value or from no par value to par value or
as a result of a stock dividend or subdivision, split-up or combination of
shares), the consolidation or merger of the Corporation with or into another
corporation or of the sale of all or substantially all the properties and assets
of the Corporation as an entirety to any other corporation or person, the
unexercised and fully vested portion of this Option shall, after such
reorganization, reclassification, consolidation, merger or sale, be exercisable
for the kind and number of shares of stock or other securities or property of
the Corporation or of the corporation resulting from such consolidation or
surviving such merger or to which such properties and assets shall have been
sold to which the Holder would have been entitled if the Holder had held shares
of Class B Stock issuable upon the exercise hereof immediately prior to such
reorganization, reclassification, consolidation, merger or sale. The provisions
of this Section 3 shall similarly apply to successive reorganizations,
reclassifications, consolidations, mergers and sales.

            SECTION 4.  Adjustment of Option Shares and Option Price.

                  a. The number of Option Shares subject to this Option during
the Option Period shall be cumulative as to all prior dates of calculation and
shall be adjusted for any stock dividend, subdivision, split-up or combination
of Common Stock.

                  b. The Option Price shall be subject to adjustment from time
to time as follows:

            If, at any time during the Option Period, the number of shares of
Common Stock outstanding is altered by a stock dividend payable in shares of
Common Stock or by a subdivision or split-up or combination of shares of Common
Stock, then, immediately following the record date fixed for the determination
of holders of shares of Common Stock, entitled to receive such subdivision or
split-up or combination, the Option Price shall be appropriately increased or
decreased and the number of shares of Common Stock issuable upon the exercise
hereof shall be increased or decreased, pursuant to the formula set forth in
Section 4.c.
<PAGE>

                  c. Upon each adjustment of the Option Price pursuant to the
provisions of this Section 4, the number of shares of Common Stock issuable upon
the exercise hereof shall be adjusted to the nearest full share of Common Stock
by multiplying a number equal to the Option Price in effect immediately prior to
such adjustment by the number of shares of Common Stock issuable immediately
prior to such adjustment and dividing the product so obtained by the adjusted
Option Price.

                  d. Should additional shares of Class A Common Stock, $.01 par
value, over and abovethe 4,000,000 shares presently authorized, be issued after
the effective date of this Option Agreement, then the number of shares issuable
upon exercise of this Option shall be increased by the same percentage that the
total number of issued Class A Common Stock has been increased.

                  e. The Corporation will use its best efforts to amend its
certificate of incorporation to authorize additional Class B Stock should the
number of shares of Class B Stock issuable upon exercise of the Option be
increased in accordance with the terms of this agreement.

            SECTION 5.  Termination of the Options.

                   a. Termination of Options in General. Subject to subsection
5(b), the Option granted hereby shall terminate and the Option shall no longer
be exercisable after June 2, 2007.

                   b. Option Rights Upon Death, Disability, Resignation. If a
Holder dies or becomes disabled while employed by the ACTV Group, or resigns
from employment with the ACTV Group prior to his complete exercise of the
Option, the Holder (or his heirs) may exercise his Option at any time within one
year after the date of such death, disability or resignation, to the extent that
the Holder was entitled to exercise the Option at the date such event, and the
Class B Stock underlying the Option shall convert into Class A Stock on the
second anniversary of the occurrence of such death, disability or resignation.

            SECTION 6.  Termination of Employment. In the event that a Holder 
is terminated from employment with the ACTV Group for any reason during the
Option Period then (i) all Options granted to the Holder hereunder shall become
vested and immediately exercisable and the exchange price shall be reduced to

<PAGE>

$.10 per common share of ACTV, Inc. adjusted for any stock splits and capital
reorganizations having a similar effect, subsequent to the effective date
hereof, (ii) all Options may be exercised at any time during the Option Period
and (iii) anything herein to the contrary notwithstanding, the Shares underlying
the Options, whether exercised prior or subsequent to the termination shall not
convert to Class A stock except as set forth in the applicable Shareholder
Agreement.

            SECTION 7.  Transfer of Option; Successors And Assigns. This
Agreement (including the Option) and all rights hereunder shall not be
transferable at any time without the prior written consent of the Corporation.
This Agreement and all the rights hereunder shall be binding upon and inure to
the benefit of the parties hereto and their respective successors, approved
assigns and approved transferees.

            SECTION 8.  Notices.  All notices or other communications which are
required or permitted hereunder shall be in writing and sufficient if delivered
personally or sent by registered or certified mail, postage prepaid, return
receipt requested, addressed as follows:

            If to the Corporation:

            The Florida Individualized Television Network, Inc.
            1270 Avenue of the Americas
            New York, NY  10020

            Attention: President

            With a copy to:

            Gersten, Savage, Kaplowitz, Fredericks & Curtin, LLP
            101 East 52 Street
            New York, NY  10022

            Attention:  Wesley C. Fredericks
<PAGE>

            If to the Holder, to:

            William Samuels
            171 West 57 Street
            New York, New York  10019

or to such other address as the party to whom notice is to be given may have
furnished to the other party in writing in accordance herewith. If mailed as
aforesaid, any such communication shall be deemed to have given on the third
business day following the day on which the piece of mail containing such
communication is posted.

            SECTION 9.  Governing Law. This Agreement shall be governed by, and
construed in accordance with the laws of the State of Delaware.

            SECTION 10. Entire Agreement. This Agreement contains the entire
agreement between the parties hereto with respect to the transactions
contemplated herein and supersedes all previously written or oral negotiations,
commitments, representations and agreement.

            SECTION 11. Amendments and Modifications. This Agreement, or any 
provision hereof, may not be amended, changed or modified without the prior
written consent of each of the parties hereto.


<PAGE>

            IN WITNESS WHEREOF, the parties hereto have caused this Option
Agreement to be executed and delivered as of the date first above written.

                                    THE  FLORIDA  INDIVIDUALIZED
                                    TELEVISION  NETWORK,  INC.

                                    By:_______________________________

AGREED TO AND ACCEPTED BY
HOLDER:


_____________________________________
Signature


_____________________________________
Printed Name




                               OPTION  AGREEMENT

            OPTION AGREEMENT, dated as of June 3, 1997 and amended on January
14, 1998, between The Northwest Individualized Television Network, Inc., a
Delaware corporation (the "Corporation") and William Samuels (the "Holder").

            WHEREAS, the Corporation desires to grant to the Holder, the right
and option to purchase shares (the "Option Shares") of Class B Common Stock,
$.01 par value per share (the "Class B Stock"), of the Corporation, on the terms
and subject to the conditions hereinafter set forth.

            NOW, THEREFORE, in consideration of the receipt of $1.00 and other
good and valuable consideration, the receipt of which is hereby acknowledged,
the parties hereby agree as follows:

            SECTION 1.        Option to Purchase Common Stock.

                  a. The Corporation hereby grants to the Holder an option (the
"Option") to purchase from the Corporation 250,000 Option Shares, at a purchase
price of $.10 per Option Share (the "Option Price"). The Holder's right and
option to purchase the Option Shares shall vest, subject to subsection 1(d) and
Section 6, as follows: (i) 85,000 Option Shares vest July 1, 1997, (ii) 55,000
Option Shares vest on January 1, 1998, (iii) 55,000 Option Shares vest July 1,
1998; (iv) 55,000 Option Shares vest January 1, 1999 (each an "Installment") at
the Option Price, so long as the Holder is employed by the Corporation, ACTV,
Inc. or any affiliate or subsidiary of ACTV, Inc. (collectively, the "ACTV
Group"). Said right shall be cumulative. With respect to each Installment, the
"Option Period" shall commence on the date said Installment vests and terminate
on June 2, 2007.

                  b. Except as limited by Section 5,an Installment may be
exercised, in whole or part, by the Holder by delivery to the Corporation, at
any time during the Option Period, of a written notice (the "Option
Notice"),which Option Notice shall state the Holder's intention to exercise the
Option, the date on which the Holder proposes to purchase the Option Shares (the
"Closing Date") and the number of Option Shares to be purchased on the Closing
Date, which Closing Date shall be no later than 30 days nor earlier than 10 days
following the date of the Option Notice. Upon receipt by the Corporation of an
Option Notice from the Holder, the Holder

<PAGE>

shall be obligated to purchase that number of Option Shares to be purchased on
the Closing Date set forth in the Option Notice.

                  c. The purchase and sale of Option Shares acquired pursuant to
the terms of this Option Agreement shall be made on the Closing Date at the
offices of the Corporation. Delivery of the stock certificate or other
instrument registered in the name of the Holder, evidencing the Option Shares
being purchased on the Closing Date, shall be made by the Corporation to the
Holder on the Closing Date against the delivery to the Corporation of a
certified or bank check in the full amount of the aggregate purchase price
therefor.

                  d. After January 1, 1999, the option shares may be exchanged,
in whole or in part for an equal number of ACTV, Inc. common shares assuming the
Corporation has been capitalized with a minimum of $5 million dollars of equity
or debt financing and is a subsidiary of ACTV Entertainment. The total option
exchange price per share of ACTV, Inc. common shares shall be the ACTV, Inc.
closing price on the date to which the financing referred to in the preceding
sentence is consummated.

                  e. Should ACTV, Inc. ("ACTV") undergo a Change in Control, as
defined below, or should another corporation which can exercise control over the
Corporation sell or attempt to sell all or substantially all of the assets of
said Corporation, or should more than 50% of its voting power be acquired by a
party which is not affiliated with or controlled by ACTV, then all of the
Holder's rights to exercise the Option for all the Option Shares shall be
accelerated so that the Installments to purchase all Option shares shall be
fully vested at the time of said event and the exchange price shall reduce to
$.10 per common share of ACTV, Inc. A Change in Control shall be the occurrence
of any one of the following events:

                        (i) A person (other than a person who is an officer or a
Director of ACTV on the effective date hereof), including a "group" as defined
in Section 13(d)(3) of the Securities Exchange Act of 1934, becomes, or obtains
the right to become, the beneficial owner of ACTV's securities having 30% or
more of the combined voting power of then outstanding securities of ACTV that
may be cast for the election of directors of ACTV;

                        (ii) At any time, a majority of the Board-nominated
slate of candidates for the Board of ACTV is not elected;


<PAGE>

                        (iii) ACTV consummates a merger in which it is not the
surviving entity;

                        (iv)  Substantially all ACTV's assets are sold; or

                        (v) ACTV's stockholders approve the dissolution or
liquidation of ACTV.

            SECTION 2. Representations and Warranties of The Holder. The Holder
hereby represents and warrants to the Corporation that in the event the Holder
acquires any Option Shares, such Option Shares will be acquired for his own
account, for investment and not with a view to the distribution thereof. The
Holder understands the Option Shares will not be registered under the Securities
Act of 1933, as amended (the "Securities Act"), and that they must be held
indefinitely unless a subsequent disposition thereof is registered under the
Securities Act or the transaction is exempt from registration. The certificate
or certificates representing any Option Shares shall bear the following
restrictive legend:

                  "THESE SECURITIES HAVE NOT BEEN REGISTERED UNDER THE
            SECURITIES ACT OF 1933, AS AMENDED (THE "SECURITIES ACT"), AND MAY
            NOT BE SOLD, TRANSFERRED, PLEDGED, HYPOTHECATED OR OTHERWISE
            DISPOSED OF IN THE ABSENCE OF (i) AN EFFECTIVE REGISTRATION
            STATEMENT UNDER THE SECURITIES ACT OF 1933; OR (ii) TO THE EXTENT
            APPLICABLE, RULE 144 UNDER SUCH ACT (OR SIMILAR RULE UNDER THE
            SECURITIES ACT RELATING TO THE DISPOSITION OF SECURITIES), OR (iii)
            AN OPINION OF COUNSEL, IF SUCH OPINION SHALL BE REASONABLY
            SATISFACTORY TO COUNSEL FOR THE ISSUER, THAN AN EXEMPTION FROM
            REGISTRATION UNDER THE SECURITIES ACT IS AVAILABLE. IN ADDITION,
            THIS CERTIFICATE OF STOCK AND SHARES REPRESENTED HEREBY AND HELD
            SUBJECT TO THE TERMS AND CONDITIONS CONTAINED IN AN AGREEMENT BY AND
            AMONG THE SHAREHOLDERS OF THE CORPORATION AND THE CORPORATION DATED
            AS OF JUNE 3, 1997, AND ALL AMENDMENTS THERETO, AND MAY NOT BE
            TRANSFERRED EXCEPT IN ACCORDANCE WITH THE TERMS AND PROVISIONS
            THEREOF. A COPY OF SUCH AGREEMENT WILL BE FURNISHED BY THE
            CORPORATION UPON REQUEST."

<PAGE>

            SECTION 3. Reorganization; Mergers; Sales; Etc. If, at any time
during the Option Period, there shall be any capital reorganization,
reclassification of the Common Stock (the term "Common Stock" shall mean the
Company's Class A Common Stock and/or the Class B Stock) (other than a change in
par value or from par value to no par value or from no par value to par value or
as a result of a stock dividend or subdivision, split-up or combination of
shares), the consolidation or merger of the Corporation with or into another
corporation or of the sale of all or substantially all the properties and assets
of the Corporation as an entirety to any other corporation or person, the
unexercised and fully vested portion of this Option shall, after such
reorganization, reclassification, consolidation, merger or sale, be exercisable
for the kind and number of shares of stock or other securities or property of
the Corporation or of the corporation resulting from such consolidation or
surviving such merger or to which such properties and assets shall have been
sold to which the Holder would have been entitled if the Holder had held shares
of Class B Stock issuable upon the exercise hereof immediately prior to such
reorganization, reclassification, consolidation, merger or sale. The provisions
of this Section 3 shall similarly apply to successive reorganizations,
reclassifications, consolidations, mergers and sales.

            SECTION 4.  Adjustment of Option Shares and Option Price.

                  a. The number of Option Shares subject to this Option during
the Option Period shall be cumulative as to all prior dates of calculation and
shall be adjusted for any stock dividend, subdivision, split-up or combination
of Common Stock.

                  b. The Option Price shall be subject to adjustment from time
to time as follows:

            If, at any time during the Option Period, the number of shares of
Common Stock outstanding is altered by a stock dividend payable in shares of
Common Stock or by a subdivision or split-up or combination of shares of Common
Stock, then, immediately following the record date fixed for the determination
of holders of shares of Common Stock, entitled to receive such subdivision or
split-up or combination, the Option Price shall be appropriately increased or
decreased and the number of shares of Common Stock issuable upon the exercise
hereof shall be increased or decreased, pursuant to the formula set forth in
Section 4.c.

<PAGE>

                  c. Upon each adjustment of the Option Price pursuant to the
provisions of this Section 4, the number of shares of Common Stock issuable upon
the exercise hereof shall be adjusted to the nearest full share of Common Stock
by multiplying a number equal to the Option Price in effect immediately prior to
such adjustment by the number of shares of Common Stock issuable immediately
prior to such adjustment and dividing the product so obtained by the adjusted
Option Price.

                  d. Should additional shares of Class A Common Stock, $.01 par
value, over and abovethe 4,000,000 shares presently authorized, be issued after
the effective date of this Option Agreement, then the number of shares issuable
upon exercise of this Option shall be increased by the same percentage that the
total number of issued Class A Common Stock has been increased.

                  e. The Corporation will use its best efforts to amend its
certificate of incorporation to authorize additional Class B Stock should the
number of shares of Class B Stock issuable upon exercise of the Option be
increased in accordance with the terms of this agreement.

            SECTION 5.    Termination of the Options.

                   a. Termination of Options in General. Subject to subsection
5(b), the Option granted hereby shall terminate and the Option shall no longer
be exercisable after June 2, 2007.

                   b. Option Rights Upon Death, Disability, Resignation. If a
Holder dies or becomes disabled while employed by the ACTV Group, or resigns
from employment with the ACTV Group prior to his complete exercise of the
Option, the Holder (or his heirs) may exercise his Option at any time within one
year after the date of such death, disability or resignation, to the extent that
the Holder was entitled to exercise the Option at the date such event, and the
Class B Stock underlying the Option shall convert into Class A Stock on the
second anniversary of the occurrence of such death, disability or resignation.

            SECTION 6. Termination of Employment. In the event that a Holder is
terminated from employment with the ACTV Group for any reason during the Option
Period then (i) all Options granted to the Holder hereunder shall become vested
and immediately exercisable and the exchange price shall be reduced to

<PAGE>

$.10 per common share of ACTV, Inc. adjusted for any stock splits and capital
reorganizations having a similar effect, subsequent to the effective date
hereof, (ii) all Options may be exercised at any time during the Option Period
and (iii) anything herein to the contrary notwithstanding, the Shares underlying
the Options, whether exercised prior or subsequent to the termination shall not
convert to Class A stock except as set forth in the applicable Shareholder
Agreement.


            SECTION 7. Transfer of Option; Successors And Assigns. This
Agreement (including the Option) and all rights hereunder shall not be
transferable at any time without the prior written consent of the Corporation.
This Agreement and all the rights hereunder shall be binding upon and inure to
the benefit of the parties hereto and their respective successors, approved
assigns and approved transferees.

            SECTION 8. Notices. All notices or other communications which are
required or permitted hereunder shall be in writing and sufficient if delivered
personally or sent by registered or certified mail, postage prepaid, return
receipt requested, addressed as follows:

            If to the Corporation:

            The Northwest Individualized Television Network, Inc.
            1270 Avenue of the Americas
            New York, NY  10020

            Attention: President

            With a copy to:

            Gersten, Savage, Kaplowitz, Fredericks & Curtin, LLP
            101 East 52 Street
            New York, NY  10022

            Attention:  Wesley C. Fredericks

<PAGE>

            If to the Holder, to:

            William Samuels
            171 West 57 Street
            New York, New York  10019

or to such other address as the party to whom notice is to be given may have
furnished to the other party in writing in accordance herewith. If mailed as
aforesaid, any such communication shall be deemed to have given on the third
business day following the day on which the piece of mail containing such
communication is posted.

            SECTION 9. Governing Law. This Agreement shall be governed by, and
construed in accordance with the laws of the State of Delaware.

            SECTION 10. Entire Agreement. This Agreement contains the entire
agreement between the parties hereto with respect to the transactions
contemplated herein and supersedes all previously written or oral negotiations,
commitments, representations and agreement.

            SECTION 11. Amendments and Modifications. This Agreement, or any
provision hereof, may not be amended, changed or modified without the prior
written consent of each of the parties hereto.

<PAGE>

            IN WITNESS WHEREOF, the parties hereto have caused this Option
Agreement to be executed and delivered as of the date first above written.


                                    THE  NORTHWEST  INDIVIDUALIZED
                                    TELEVISION  NETWORK,  INC.

                                    By:___________________________

AGREED TO AND ACCEPTED BY
HOLDER:


- -------------------------
Signature


- -------------------------
Printed Name




                                OPTION AGREEMENT

            OPTION AGREEMENT, dated as of June 3, 1997 and amended on January
14, 1998, between The New York Individualized Television Network, Inc., a
Delaware corporation (the "Corporation") and William Samuels (the "Holder").

            WHEREAS, the Corporation desires to grant to the Holder, the right
and option to purchase shares (the "Option Shares") of Class B Common Stock,
$.01 par value per share (the "Class B Stock"), of the Corporation, on the terms
and subject to the conditions hereinafter set forth.

            NOW, THEREFORE, in consideration of the receipt of $1.00 and other
good and valuable consideration, the receipt of which is hereby acknowledged,
the parties hereby agree as follows:

            SECTION 1.  Option to Purchase Common Stock.

                  a.  The Corporation hereby grants to the Holder an option
(the "Option") to purchase from the Corporation 250,000 Option Shares, at a
purchase price of $.10 per Option Share (the "Option Price"). The Holder's right
and option to purchase the Option Shares shall vest, subject to subsection 1(d)
and Section 6, as follows: (i) 85,000 Option Shares vest July 1, 1997, (ii)
55,000 Option Shares vest on January 1, 1998, (iii) 55,000 Option Shares vest
July 1, 1998; (iv) 55,000 Option Shares vest January 1, 1999 (each an
"Installment") at the Option Price, so long as the Holder is employed by the
Corporation, ACTV, Inc. or any affiliate or subsidiary of ACTV, Inc.
(collectively, the "ACTV Group"). Said right shall be cumulative. With respect
to each Installment, the "Option Period" shall commence on the date said
Installment vests and terminate on June 2, 2007.

                  b.  Except as limited by Section 5,an Installment may be
exercised, in whole or part, by the Holder by delivery to the Corporation, at
any time during the Option Period, of a written notice (the "Option
Notice"),which Option Notice shall state the Holder's intention to exercise the
Option, the date on which the Holder proposes to purchase the Option Shares (the
"Closing Date") and the number of Option Shares to be purchased on the Closing
Date, which Closing Date shall be no later than 30 days nor earlier than 10 days
following the date of the Option Notice. Upon receipt by the Corporation of an
Option Notice from the Holder, the Holder

<PAGE>


shall be obligated to purchase that number of Option Shares to be purchased on
the Closing Date set forth in the Option Notice.

                  c.  The purchase and sale of Option Shares acquired pursuant
to the terms of this Option Agreement shall be made on the Closing Date at the
offices of the Corporation. Delivery of the stock certificate or other
instrument registered in the name of the Holder, evidencing the Option Shares
being purchased on the Closing Date, shall be made by the Corporation to the
Holder on the Closing Date against the delivery to the Corporation of a
certified or bank check in the full amount of the aggregate purchase price
therefor.

                  d.  After January 1, 1999, the option shares may be
exchanged, in whole or in part for an equal number of ACTV, Inc. common shares
assuming the Corporation has been capitalized with a minimum of $5 million
dollars of equity or debt financing and is a subsidiary of ACTV Entertainment.
The total option exchange price per share of ACTV, Inc. common shares shall be
the ACTV, Inc. closing price on the date to which the financing referred to in
the preceding sentence is consummated.

                  e.  Should ACTV, Inc. ("ACTV") undergo a Change in Control,
as defined below, or should another corporation which can exercise control over
the Corporation sell or attempt to sell all or substantially all of the assets
of said Corporation, or should more than 50% of its voting power be acquired by
a party which is not affiliated with or controlled by ACTV, then all of the
Holder's rights to exercise the Option for all the Option Shares shall be
accelerated so that the Installments to purchase all Option shares shall be
fully vested at the time of said event and the exchange price shall reduce to
$.10 per common share of ACTV, Inc. A Change in Control shall be the occurrence
of any one of the following events:

                        (i) A person (other than a person who is an officer or a
Director of ACTV on the effective date hereof), including a "group" as defined
in Section 13(d)(3) of the Securities Exchange Act of 1934, becomes, or obtains
the right to become, the beneficial owner of ACTV's securities having 30% or
more of the combined voting power of then outstanding securities of ACTV that
may be cast for the election of directors of ACTV;

                        (ii) At any time, a majority of the Board-nominated
slate of candidates for the Board of ACTV is not elected;


<PAGE>


                        (iii) ACTV consummates a merger in which it is not the
surviving entity;

                        (iv) Substantially all ACTV's assets are sold; or

                        (v) ACTV's stockholders approve the dissolution or
liquidation of ACTV.

            SECTION 2.  Representations and Warranties of The Holder. The 
Holder hereby represents and warrants to the Corporation that in the event the
Holder acquires any Option Shares, such Option Shares will be acquired for his
own account, for investment and not with a view to the distribution thereof. The
Holder understands the Option Shares will not be registered under the Securities
Act of 1933, as amended (the "Securities Act"), and that they must be held
indefinitely unless a subsequent disposition thereof is registered under the
Securities Act or the transaction is exempt from registration. The certificate
or certificates representing any Option Shares shall bear the following
restrictive legend:

                  "THESE SECURITIES HAVE NOT BEEN REGISTERED UNDER THE
            SECURITIES ACT OF 1933, AS AMENDED (THE "SECURITIES ACT"), AND MAY
            NOT BE SOLD, TRANSFERRED, PLEDGED, HYPOTHECATED OR OTHERWISE
            DISPOSED OF IN THE ABSENCE OF (i) AN EFFECTIVE REGISTRATION
            STATEMENT UNDER THE SECURITIES ACT OF 1933; OR (ii) TO THE EXTENT
            APPLICABLE, RULE 144 UNDER SUCH ACT (OR SIMILAR RULE UNDER THE
            SECURITIES ACT RELATING TO THE DISPOSITION OF SECURITIES), OR (iii)
            AN OPINION OF COUNSEL, IF SUCH OPINION SHALL BE REASONABLY
            SATISFACTORY TO COUNSEL FOR THE ISSUER, THAN AN EXEMPTION FROM
            REGISTRATION UNDER THE SECURITIES ACT IS AVAILABLE. IN ADDITION,
            THIS CERTIFICATE OF STOCK AND SHARES REPRESENTED HEREBY AND HELD
            SUBJECT TO THE TERMS AND CONDITIONS CONTAINED IN AN AGREEMENT BY AND
            AMONG THE SHAREHOLDERS OF THE CORPORATION AND THE CORPORATION DATED
            AS OF JUNE 3, 1997, AND ALL AMENDMENTS THERETO, AND MAY NOT BE
            TRANSFERRED EXCEPT IN ACCORDANCE WITH THE TERMS AND PROVISIONS
            THEREOF. A COPY OF SUCH AGREEMENT WILL BE FURNISHED BY THE
            CORPORATION UPON REQUEST."


<PAGE>

            SECTION 3.  Reorganization; Mergers; Sales; Etc. If, at any time
during the Option Period, there shall be any capital reorganization,
reclassification of the Common Stock (the term "Common Stock" shall mean the
Company's Class A Common Stock and/or the Class B Stock) (other than a change in
par value or from par value to no par value or from no par value to par value or
as a result of a stock dividend or subdivision, split-up or combination of
shares), the consolidation or merger of the Corporation with or into another
corporation or of the sale of all or substantially all the properties and assets
of the Corporation as an entirety to any other corporation or person, the
unexercised and fully vested portion of this Option shall, after such
reorganization, reclassification, consolidation, merger or sale, be exercisable
for the kind and number of shares of stock or other securities or property of
the Corporation or of the corporation resulting from such consolidation or
surviving such merger or to which such properties and assets shall have been
sold to which the Holder would have been entitled if the Holder had held shares
of Class B Stock issuable upon the exercise hereof immediately prior to such
reorganization, reclassification, consolidation, merger or sale. The provisions
of this Section 3 shall similarly apply to successive reorganizations,
reclassifications, consolidations, mergers and sales.

            SECTION 4.  Adjustment of Option Shares and Option Price.

                  a.  The number of Option Shares subject to this Option
during the Option Period shall be cumulative as to all prior dates of
calculation and shall be adjusted for any stock dividend, subdivision, split-up
or combination of Common Stock.

                  b.  The Option Price shall be subject to adjustment from
time to time as follows:

            If, at any time during the Option Period, the number of shares of
Common Stock outstanding is altered by a stock dividend payable in shares of
Common Stock or by a subdivision or split-up or combination of shares of Common
Stock, then, immediately following the record date fixed for the determination
of holders of shares of Common Stock, entitled to receive such subdivision or
split-up or combination, the Option Price shall be appropriately increased or
decreased and the number of shares of Common Stock issuable upon the exercise
hereof shall be increased or decreased, pursuant to the formula set forth in
Section 4.c.


<PAGE>

                  c.  Upon each adjustment of the Option Price pursuant to the
provisions of this Section 4, the number of shares of Common Stock issuable upon
the exercise hereof shall be adjusted to the nearest full share of Common Stock
by multiplying a number equal to the Option Price in effect immediately prior to
such adjustment by the number of shares of Common Stock issuable immediately
prior to such adjustment and dividing the product so obtained by the adjusted
Option Price.

                  d.  Should additional shares of Class A Common Stock, $.01
par value, over and abovethe 4,000,000 shares presently authorized, be issued
after the effective date of this Option Agreement, then the number of shares
issuable upon exercise of this Option shall be increased by the same percentage
that the total number of issued Class A Common Stock has been increased.

                  e.  The Corporation will use its best efforts to amend its
certificate of incorporation to authorize additional Class B Stock should the
number of shares of Class B Stock issuable upon exercise of the Option be
increased in accordance with the terms of this agreement.

            SECTION 5.  Termination of the Options.

                  a.  Termination of Options in General. Subject to subsection
5(b), the Option granted hereby shall terminate and the Option shall no longer
be exercisable after June 2, 2007.

                  b.  Option Rights Upon Death, Disability, Resignation. If a
Holder dies or becomes disabled while employed by the ACTV Group, or resigns
from employment with the ACTV Group prior to his complete exercise of the
Option, the Holder (or his heirs) may exercise his Option at any time within one
year after the date of such death, disability or resignation, to the extent that
the Holder was entitled to exercise the Option at the date such event, and the
Class B Stock underlying the Option shall convert into Class A Stock on the
second anniversary of the occurrence of such death, disability or resignation.

            SECTION 6.  Termination of Employment. In the event that a Holder is
terminated from employment with the ACTV Group for any reason during the Option
Period then (i) all Options granted to the Holder hereunder shall become vested
and immediately exercisable and the exchange price shall be reduced to 


<PAGE>

$.10 per common share of ACTV, Inc. adjusted for any stock splits and capital
reorganizations having a similar effect, subsequent to the effective date
hereof, (ii) all Options may be exercised at any time during the Option Period
and (iii) anything herein to the contrary notwithstanding, the Shares underlying
the Options, whether exercised prior or subsequent to the termination shall not
convert to Class A stock except as set forth in the applicable Shareholder
Agreement.

            SECTION 7.  Transfer of Option; Successors And Assigns. This
Agreement (including the Option) and all rights hereunder shall not be
transferable at any time without the prior written consent of the Corporation.
This Agreement and all the rights hereunder shall be binding upon and inure to
the benefit of the parties hereto and their respective successors, approved
assigns and approved transferees.

            SECTION 8.  Notices. All notices or other communications which are
required or permitted hereunder shall be in writing and sufficient if delivered
personally or sent by registered or certified mail, postage prepaid, return
receipt requested, addressed as follows:

            If to the Corporation:

            The New York Individualized Television Network, Inc.
            1270 Avenue of the Americas
            New York, NY  10020

            Attention: President

            With a copy to:

            Gersten, Savage, Kaplowitz, Fredericks & Curtin, LLP
            101 East 52 Street
            New York, NY  10022

            Attention:  Wesley C. Fredericks


<PAGE>

            If to the Holder, to:

            William Samuels
            171 West 57 Street
            New York, New York  10019

or to such other address as the party to whom notice is to be given may have
furnished to the other party in writing in accordance herewith. If mailed as
aforesaid, any such communication shall be deemed to have given on the third
business day following the day on which the piece of mail containing such
communication is posted.

            SECTION 9.  Governing Law. This Agreement shall be governed by, and
construed in accordance with the laws of the State of Delaware.

            SECTION 10. Entire Agreement. This Agreement contains the entire
agreement between the parties hereto with respect to the transactions
contemplated herein and supersedes all previously written or oral negotiations,
commitments, representations and agreement.

            SECTION 11. Amendments and Modifications. This Agreement, or any
provision hereof, may not be amended, changed or modified without the prior
written consent of each of the parties hereto.


<PAGE>


            IN WITNESS WHEREOF, the parties hereto have caused this Option
Agreement to be executed and delivered as of the date first above written.

                                    THE  NEW YORK  INDIVIDUALIZED
                                    TELEVISION  NETWORK,  INC.



                                    By:__________________________________


AGREED TO AND ACCEPTED BY
HOLDER:


_____________________________________
Signature


_____________________________________
Printed Name



                                OPTION AGREEMENT

            OPTION AGREEMENT, dated as of June 3, 1997 and amended on January
14, 1998, between The San Francisco Individualized Television Network, Inc., a
Delaware corporation (the "Corporation") and William Samuels (the "Holder").

            WHEREAS, the Corporation desires to grant to the Holder, the right
and option to purchase shares (the "Option Shares") of Class B Common Stock,
$.01 par value per share (the "Class B Stock"), of the Corporation, on the terms
and subject to the conditions hereinafter set forth.

            NOW, THEREFORE, in consideration of the receipt of $1.00 and other
good and valuable consideration, the receipt of which is hereby acknowledged,
the parties hereby agree as follows:

            SECTION 1.        Option to Purchase Common Stock.

                  a. The Corporation hereby grants to the Holder an option (the
"Option") to purchase from the Corporation 250,000 Option Shares, at a purchase
price of $.10 per Option Share (the "Option Price"). The Holder's right and
option to purchase the Option Shares shall vest, subject to subsection 1(d) and
Section 6, as follows: (i) 85,000 Option Shares vest July 1, 1997, (ii) 55,000
Option Shares vest on January 1, 1998, (iii) 55,000 Option Shares vest July 1,
1998; (iv) 55,000 Option Shares vest January 1, 1999 (each an "Installment") at
the Option Price, so long as the Holder is employed by the Corporation, ACTV,
Inc. or any affiliate or subsidiary of ACTV, Inc. (collectively, the "ACTV
Group"). Said right shall be cumulative. With respect to each Installment, the
"Option Period" shall commence on the date said Installment vests and terminate
on June 2, 2007.

                  b. Except as limited by Section 5,an Installment may be
exercised, in whole or part, by the Holder by delivery to the Corporation, at
any time during the Option Period, of a written notice (the "Option
Notice"),which Option Notice shall state the Holder's intention to exercise the
Option, the date on which the Holder proposes to purchase the Option Shares (the
"Closing Date") and the number of Option Shares to be purchased on the Closing
Date, which Closing Date shall be no later than 30 days nor earlier than 10 days
following the date of the Option Notice. Upon receipt by the Corporation of an
Option Notice from the Holder, the Holder

<PAGE>


shall be obligated to purchase that number of Option Shares to be purchased on
the Closing Date set forth in the Option Notice.

                  c. The purchase and sale of Option Shares acquired pursuant to
the terms of this Option Agreement shall be made on the Closing Date at the
offices of the Corporation. Delivery of the stock certificate or other
instrument registered in the name of the Holder, evidencing the Option Shares
being purchased on the Closing Date, shall be made by the Corporation to the
Holder on the Closing Date against the delivery to the Corporation of a
certified or bank check in the full amount of the aggregate purchase price
therefor.

                  d. After January 1, 1999, the option shares may be exchanged,
in whole or in part for an equal number of ACTV, Inc. common shares assuming the
Corporation has been capitalized with a minimum of $5 million dollars of equity
or debt financing and is a subsidiary of ACTV Entertainment. The total option
exchange price per share of ACTV, Inc. common shares shall be the ACTV, Inc.
closing price on the date to which the financing referred to in the preceding
sentence is consummated.

                  e. Should ACTV, Inc. ("ACTV") undergo a Change in Control, as
defined below, or should another corporation which can exercise control over the
Corporation sell or attempt to sell all or substantially all of the assets of
said Corporation, or should more than 50% of its voting power be acquired by a
party which is not affiliated with or controlled by ACTV, then all of the
Holder's rights to exercise the Option for all the Option Shares shall be
accelerated so that the Installments to purchase all Option shares shall be
fully vested at the time of said event and the exchange price shall reduce to
$.10 per common share of ACTV, Inc. A Change in Control shall be the occurrence
of any one of the following events:

                        (i) A person (other than a person who is an officer or a
Director of ACTV on the effective date hereof), including a "group" as defined
in Section 13(d)(3) of the Securities Exchange Act of 1934, becomes, or obtains
the right to become, the beneficial owner of ACTV's securities having 30% or
more of the combined voting power of then outstanding securities of ACTV that
may be cast for the election of directors of ACTV;

                        (ii) At any time, a majority of the Board-nominated
slate of candidates for the Board of ACTV is not elected;


<PAGE>

                        (iii) ACTV consummates a merger in which it is not the
surviving entity;

                        (iv)  Substantially all ACTV's assets are sold; or

                        (v) ACTV's stockholders approve the dissolution or
liquidation of ACTV.

            SECTION 2. Representations and Warranties of The Holder. The Holder
hereby represents and warrants to the Corporation that in the event the Holder
acquires any Option Shares, such Option Shares will be acquired for his own
account, for investment and not with a view to the distribution thereof. The
Holder understands the Option Shares will not be registered under the Securities
Act of 1933, as amended (the "Securities Act"), and that they must be held
indefinitely unless a subsequent disposition thereof is registered under the
Securities Act or the transaction is exempt from registration. The certificate
or certificates representing any Option Shares shall bear the following
restrictive legend:

                  "THESE SECURITIES HAVE NOT BEEN REGISTERED UNDER THE
            SECURITIES ACT OF 1933, AS AMENDED (THE "SECURITIES ACT"), AND MAY
            NOT BE SOLD, TRANSFERRED, PLEDGED, HYPOTHECATED OR OTHERWISE
            DISPOSED OF IN THE ABSENCE OF (i) AN EFFECTIVE REGISTRATION
            STATEMENT UNDER THE SECURITIES ACT OF 1933; OR (ii) TO THE EXTENT
            APPLICABLE, RULE 144 UNDER SUCH ACT (OR SIMILAR RULE UNDER THE
            SECURITIES ACT RELATING TO THE DISPOSITION OF SECURITIES), OR (iii)
            AN OPINION OF COUNSEL, IF SUCH OPINION SHALL BE REASONABLY
            SATISFACTORY TO COUNSEL FOR THE ISSUER, THAN AN EXEMPTION FROM
            REGISTRATION UNDER THE SECURITIES ACT IS AVAILABLE. IN ADDITION,
            THIS CERTIFICATE OF STOCK AND SHARES REPRESENTED HEREBY AND HELD
            SUBJECT TO THE TERMS AND CONDITIONS CONTAINED IN AN AGREEMENT BY AND
            AMONG THE SHAREHOLDERS OF THE CORPORATION AND THE CORPORATION DATED
            AS OF JUNE 3, 1997, AND ALL AMENDMENTS THERETO, AND MAY NOT BE
            TRANSFERRED EXCEPT IN ACCORDANCE WITH THE TERMS AND PROVISIONS
            THEREOF. A COPY OF SUCH AGREEMENT WILL BE FURNISHED BY THE
            CORPORATION UPON REQUEST."

<PAGE>

            SECTION 3. Reorganization; Mergers; Sales; Etc. If, at any time
during the Option Period, there shall be any capital reorganization,
reclassification of the Common Stock (the term "Common Stock" shall mean the
Company's Class A Common Stock and/or the Class B Stock) (other than a change in
par value or from par value to no par value or from no par value to par value or
as a result of a stock dividend or subdivision, split-up or combination of
shares), the consolidation or merger of the Corporation with or into another
corporation or of the sale of all or substantially all the properties and assets
of the Corporation as an entirety to any other corporation or person, the
unexercised and fully vested portion of this Option shall, after such
reorganization, reclassification, consolidation, merger or sale, be exercisable
for the kind and number of shares of stock or other securities or property of
the Corporation or of the corporation resulting from such consolidation or
surviving such merger or to which such properties and assets shall have been
sold to which the Holder would have been entitled if the Holder had held shares
of Class B Stock issuable upon the exercise hereof immediately prior to such
reorganization, reclassification, consolidation, merger or sale. The provisions
of this Section 3 shall similarly apply to successive reorganizations,
reclassifications, consolidations, mergers and sales.

            SECTION 4.  Adjustment of Option Shares and Option Price.

                  a. The number of Option Shares subject to this Option during
the Option Period shall be cumulative as to all prior dates of calculation and
shall be adjusted for any stock dividend, subdivision, split-up or combination
of Common Stock.

                  b. The Option Price shall be subject to adjustment from time
to time as follows:

            If, at any time during the Option Period, the number of shares of
Common Stock outstanding is altered by a stock dividend payable in shares of
Common Stock or by a subdivision or split-up or combination of shares of Common
Stock, then, immediately following the record date fixed for the determination
of holders of shares of Common Stock, entitled to receive such subdivision or
split-up or combination, the Option Price shall be appropriately increased or
decreased and the number of shares of Common Stock issuable upon the exercise
hereof shall be increased or decreased, pursuant to the formula set forth in
Section 4.c.

<PAGE>

                  c. Upon each adjustment of the Option Price pursuant to the
provisions of this Section 4, the number of shares of Common Stock issuable upon
the exercise hereof shall be adjusted to the nearest full share of Common Stock
by multiplying a number equal to the Option Price in effect immediately prior to
such adjustment by the number of shares of Common Stock issuable immediately
prior to such adjustment and dividing the product so obtained by the adjusted
Option Price.

                  d. Should additional shares of Class A Common Stock, $.01 par
value, over and abovethe 4,000,000 shares presently authorized, be issued after
the effective date of this Option Agreement, then the number of shares issuable
upon exercise of this Option shall be increased by the same percentage that the
total number of issued Class A Common Stock has been increased.

                  e. The Corporation will use its best efforts to amend its
certificate of incorporation to authorize additional Class B Stock should the
number of shares of Class B Stock issuable upon exercise of the Option be
increased in accordance with the terms of this agreement.

            SECTION 5.  Termination of the Options.

                   a. Termination of Options in General. Subject to subsection
5(b), the Option granted hereby shall terminate and the Option shall no longer
be exercisable after June 2, 2007.

                   b. Option Rights Upon Death, Disability, Resignation. If a
Holder dies or becomes disabled while employed by the ACTV Group, or resigns
from employment with the ACTV Group prior to his complete exercise of the
Option, the Holder (or his heirs) may exercise his Option at any time within one
year after the date of such death, disability or resignation, to the extent that
the Holder was entitled to exercise the Option at the date such event, and the
Class B Stock underlying the Option shall convert into Class A Stock on the
second anniversary of the occurrence of such death, disability or resignation.

            SECTION 6. Termination of Employment. In the event that a Holder is
terminated from employment with the ACTV Group for any reason during the Option
Period then (i) all Options granted to the Holder hereunder shall become vested
and immediately exercisable and the exchange price shall be reduced to


<PAGE>

$.10 per common share of ACTV, Inc. adjusted for any stock splits and capital
reorganizations having a similar effect, subsequent to the effective date
hereof, (ii) all Options may be exercised at any time during the Option Period
and (iii) anything herein to the contrary notwithstanding, the Shares underlying
the Options, whether exercised prior or subsequent to the termination shall not
convert to Class A stock except as set forth in the applicable Shareholder
Agreement.

            SECTION 7. Transfer of Option; Successors And Assigns. This
Agreement (including the Option) and all rights hereunder shall not be
transferable at any time without the prior written consent of the Corporation.
This Agreement and all the rights hereunder shall be binding upon and inure to
the benefit of the parties hereto and their respective successors, approved
assigns and approved transferees.

            SECTION 8. Notices. All notices or other communications which are
required or permitted hereunder shall be in writing and sufficient if delivered
personally or sent by registered or certified mail, postage prepaid, return
receipt requested, addressed as follows:

            If to the Corporation:

            The San Francisco Individualized Television Network, Inc.
            1270 Avenue of the Americas
            New York, NY  10020

            Attention: President

            With a copy to:

            Gersten, Savage, Kaplowitz, Fredericks & Curtin, LLP
            101 East 52 Street
            New York, NY  10022

            Attention:  Wesley C. Fredericks

<PAGE>


            If to the Holder, to:

            William Samuels
            171 West 57 Street
            New York, New York  10019

or to such other address as the party to whom notice is to be given may have
furnished to the other party in writing in accordance herewith. If mailed as
aforesaid, any such communication shall be deemed to have given on the third
business day following the day on which the piece of mail containing such
communication is posted.

            SECTION 9. Governing Law. This Agreement shall be governed by, and
construed in accordance with the laws of the State of Delaware.

            SECTION 10. Entire Agreement. This Agreement contains the entire
agreement between the parties hereto with respect to the transactions
contemplated herein and supersedes all previously written or oral negotiations,
commitments, representations and agreement.

            SECTION 11. Amendments and Modifications. This Agreement, or any
provision hereof, may not be amended, changed or modified without the prior
written consent of each of the parties hereto.

<PAGE>

            IN WITNESS WHEREOF, the parties hereto have caused this Option
Agreement to be executed and delivered as of the date first above written.

                                    THE  SAN  FRANCISCO  INDIVIDUALIZED
                                    TELEVISION  NETWORK,  INC.

                                    By:_______________________________

AGREED TO AND ACCEPTED BY
HOLDER:

- -------------------------
Signature


- -------------------------
Printed Name



                                OPTION AGREEMENT

            OPTION AGREEMENT, dated as of March 14, 1997 and amended on January
14, 1998, between The Los Angeles Individualized Television Network, Inc., a
Delaware corporation (the "Corporation") and William Samuels (the "Holder").

            WHEREAS, the Corporation desires to grant to the Holder, the right
and option to purchase shares (the "Option Shares") of Class B Common Stock,
$.01 par value per share (the "Class B Stock"), of the Corporation, on the terms
and subject to the conditions hereinafter set forth.

            NOW, THEREFORE, in consideration of the receipt of $1.00 and other
good and valuable consideration, the receipt of which is hereby acknowledged,
the parties hereby agree as follows:

            SECTION 1.  Option to Purchase Common Stock.

                  a. The Corporation hereby grants to the Holder an option (the
"Option") to purchase from the Corporation 250,000 Option Shares, at a purchase
price of $1.55 per Option Share (the "Option Price"). The Holder's right and
option to purchase the Option Shares shall vest, subject to subsection 1(d) and
Section 6, as follows: (i) 85,000 Option Shares vest July 1, 1997, (ii) 55,000
Option Shares vest on January 1, 1998, (iii) 55,000 Option Shares vest July 1,
1998; (iv) 50,000 Option Shares vest January 1, 1999 (each an "Installment") at
the Option Price, so long as the Holder is employed by the Corporation, ACTV,
Inc. or any affiliate or subsidiary of ACTV, Inc. (collectively, the "ACTV
Group"). Said right shall be cumulative. With respect to each Installment, the
"Option Period" shall commence on the date said Installment vests and terminate
on March 14, 2007.

                  b. Except as limited by Section 5,an Installment may be
exercised, in whole or part, by the Holder by delivery to the Corporation, at
any time during the Option Period, of a written notice (the "Option
Notice"), which Option Notice shall state the Holder's intention to exercise the
Option, the date on which the Holder proposes to purchase the Option Shares (the
"Closing Date") and the number of Option Shares to be purchased on the Closing
Date, which Closing Date shall be no later than 30 days nor earlier than 10 days
following the date of the Option Notice. Upon receipt by the Corporation of an
Option Notice from 

<PAGE>

the Holder, the Holder shall be obligated to purchase that number of Option
Shares to be purchased on the Closing Date set forth in the Option Notice.

                  c. The purchase and sale of Option Shares acquired pursuant to
the terms of this Option Agreement shall be made on the Closing Date at the
offices of the Corporation. Delivery of the stock certificate or other
instrument registered in the name of the Holder, evidencing the Option Shares
being purchased on the Closing Date, shall be made by the Corporation to the
Holder on the Closing Date against the delivery to the Corporation of a
certified or bank check in the full amount of the aggregate purchase price
therefor.

                  d. After January 1, 1999, the option shares may be exchanged,
in whole or in part for an equal number of ACTV, Inc. common shares assuming the
Corporation has been capitalized with a minimum of $5 million dollars of equity
or debt financing and is a subsidiary of ACTV Entertainment. The total option
and exchange price per share of ACTV, Inc. common shares shall be at a minimum
the ACTV, Inc. closing price on the date to which the financing referred to in
the preceding sentence is consummated.

                  e. Should ACTV, Inc. ("ACTV") undergo a Change in Control, as
defined below, or should another corporation which can exercise control over the
Corporation sell or attempt to sell all or substantially all of the assets of
said Corporation, or should more than 50% of its voting power be acquired by a
party which is not affiliated with or controlled by ACTV, then all of the
Holder's rights to exercise the Option for all the Option Shares shall be
accelerated so that the Installments to purchase all Option Shares shall be
fully vested at the time of said event and the total of the option exercisable
and exchange price shall reduce to $.10 per share. A Change in Control shall be
the occurrence of any one of the following events:

                        (i) A person (other than a person who is an officer or a
Director of ACTV on the effective date hereof), including a "group" as defined
in Section 13(d)(3) of the Securities Exchange Act of 1934, becomes, or obtains
the right to become, the beneficial owner of ACTV's securities having 30% or
more of the combined voting power of then outstanding securities of ACTV that
may be cast for the election of directors of ACTV;


<PAGE>

                        (ii) At any time, a majority of the Board-nominated
slate of candidates for the Board of ACTV is not elected;

                        (iii) ACTV consummates a merger in which it is not the
surviving entity;

                        (iv) Substantially all ACTV's assets are sold; or

                        (v) ACTV's stockholders approve the dissolution or
liquidation of ACTV.

            SECTION 2.  Representations and Warranties of The Holder. The 
Holder hereby represents and warrants to the Corporation that in the event the
Holder acquires any Option Shares, such Option Shares will be acquired for his
own account, for investment and not with a view to the distribution thereof. The
Holder understands the Option Shares will not be registered under the Securities
Act of 1933, as amended (the "Securities Act"), and that they must be held
indefinitely unless a subsequent disposition thereof is registered under the
Securities Act or the transaction is exempt from registration. The certificate
or certificates representing any Option Shares shall bear the following
restrictive legend:

                  "THESE SECURITIES HAVE NOT BEEN REGISTERED UNDER THE
            SECURITIES ACT OF 1933, AS AMENDED (THE "SECURITIES ACT"), AND MAY
            NOT BE SOLD, TRANSFERRED, PLEDGED, HYPOTHECATED OR OTHERWISE
            DISPOSED OF IN THE ABSENCE OF (i) AN EFFECTIVE REGISTRATION
            STATEMENT UNDER THE SECURITIES ACT OF 1933; OR (ii) TO THE EXTENT
            APPLICABLE, RULE 144 UNDER SUCH ACT (OR SIMILAR RULE UNDER THE
            SECURITIES ACT RELATING TO THE DISPOSITION OF SECURITIES), OR (iii)
            AN OPINION OF COUNSEL, IF SUCH OPINION SHALL BE REASONABLY
            SATISFACTORY TO COUNSEL FOR THE ISSUER, THAN AN EXEMPTION FROM
            REGISTRATION UNDER THE SECURITIES ACT IS AVAILABLE. IN ADDITION,
            THIS CERTIFICATE OF STOCK AND SHARES REPRESENTED HEREBY AND 


<PAGE>

            HELD SUBJECT TO THE TERMS AND CONDITIONS CONTAINED IN AN AGREEMENT
            BY AND AMONG THE SHAREHOLDERS OF THE CORPORATION AND THE CORPORATION
            DATED AS OF MARCH 6, 1997, AND ALL AMENDMENTS THERETO, AND MAY NOT
            BE TRANSFERRED EXCEPT IN ACCORDANCE WITH THE TERMS AND PROVISIONS
            THEREOF. A COPY OF SUCH AGREEMENT WILL BE FURNISHED BY THE
            CORPORATION UPON REQUEST."

            SECTION 3.  Reorganization; Mergers; Sales; Etc. If, at any time
during the Option Period, there shall be any capital reorganization,
reclassification of the Common Stock (the term "Common Stock" shall mean the
Company's Class A Common Stock and/or the Class B Stock) (other than a change in
par value or from par value to no par value or from no par value to par value or
as a result of a stock dividend or subdivision, split-up or combination of
shares), the consolidation or merger of the Corporation with or into another
corporation or of the sale of all or substantially all the properties and assets
of the Corporation as an entirety to any other corporation or person, the
unexercised and fully vested portion of this Option shall, after such
reorganization, reclassification, consolidation, merger or sale, be exercisable
for the kind and number of shares of stock or other securities or property of
the Corporation or of the corporation resulting from such consolidation or
surviving such merger or to which such properties and assets shall have been
sold to which the Holder would have been entitled if the Holder had held shares
of Class B Stock issuable upon the exercise hereof immediately prior to such
reorganization, reclassification, consolidation, merger or sale. The provisions
of this Section 3 shall similarly apply to successive reorganizations,
reclassifications, consolidations, mergers and sales.

            SECTION 4.  Adjustment of Option Shares and Option Price.

                  a. The number of Option Shares subject to this Option during
the Option Period shall be cumulative as to all prior dates of calculation and
shall be adjusted for any stock dividend, subdivision, split-up or combination
of Common Stock.

                  b. The Option Price shall be subject to adjustment from time
to time as follows:
<PAGE>

            If, at any time during the Option Period, the number of shares of
Common Stock outstanding is altered by a stock dividend payable in shares of
Common Stock or by a subdivision or split-up or combination of shares of Common
Stock, then, immediately following the record date fixed for the determination
of holders of shares of Common Stock, entitled to receive such subdivision or
split-up or combination, the Option Price shall be appropriately increased or
decreased and the number of shares of Common Stock issuable upon the exercise
hereof shall be increased or decreased, pursuant to the formula set forth in
Section 4.c.

                  c. Upon each adjustment of the Option Price pursuant to the
provisions of this Section 4, the number of shares of Common Stock issuable upon
the exercise hereof shall be adjusted to the nearest full share of Common Stock
by multiplying a number equal to the Option Price in effect immediately prior to
such adjustment by the number of shares of Common Stock issuable immediately
prior to such adjustment and dividing the product so obtained by the adjusted
Option Price.

                  d. Should additional shares of Class A Common Stock, $.01 par
value, over and abovethe 4,000,000 shares presently authorized, be issued after
the effective date of this Option Agreement, then the number of shares issuable
upon exercise of this Option shall be increased by the same percentage that the
total number of issued Class A Common Stock has been increased.

                  e. The Corporation will use its best efforts to amend its
certificate of incorporation to authorize additional Class B Stock should the
number of shares of Class B Stock issuable upon exercise of the Option be
increased in accordance with the terms of this agreement.

            SECTION 5.  Termination of the Options.

                   a. Termination of Options in General. Subject to subsection
5(b), the Option granted hereby shall terminate and the Option shall no longer
be exercisable after March 14, 2007.
<PAGE>

                   b. Option Rights Upon Death, Disability, Resignation. If a
Holder dies or becomes disabled while employed by the ACTV Group, or resigns
from employment with the ACTV Group prior to his complete exercise of the
Option, the Holder (or his heirs) may exercise his Option at any time during the
option period, to the extent that the Holder was entitled to exercise the Option
at the date such event, and the Class B Stock underlying the Option shall
convert into Class A Stock on the second anniversary of the occurrence of such
death, disability or resignation.

            SECTION 6.  Termination of Employment. In the event that a Holder 
is terminated from employment with the ACTV Group for any reason during the
Option Period then (i) all Options granted to the Holder hereunder shall become
vested and immediately exercisable at an exercise and exchange price of $.10 per
share adjusted for any stock splits and capital reorganizations having a similar
effect, subsequent to the effective date hereof, (ii) all Options may be
exercised at any time during the Option Period and (iii) anything herein to the
contrary notwithstanding, the Shares underlying the Options, whether exercised
prior or subsequent to the termination shall not convert to Class A stock except
as set forth in the applicable Shareholder Agreement.

            SECTION 7.  Transfer of Option; Successors And Assigns. This
Agreement (including the Option) and all rights hereunder shall not be
transferable at any time without the prior written consent of the Corporation.
This Agreement and all the rights hereunder shall be binding upon and inure to
the benefit of the parties hereto and their respective successors, approved
assigns and approved transferees.

            SECTION 8.  Notices.  All notices or other communications which are
required or permitted hereunder shall be in writing and sufficient if delivered
personally or sent by registered or certified mail, postage prepaid, return
receipt requested, addressed as follows:


<PAGE>

            If to the Corporation:

            The Los Angeles Individualized Television Network, Inc.
            1270 Avenue of the Americas
            New York, NY  10020

            Attention: Christopher C. Cline

            With a copy to:

            Gersten, Savage, Kaplowitz, Fredericks & Curtin, LLP
            101 East 52 Street
            New York, NY  10022

            Attention:  Wesley C. Fredericks

            If to the Holder, to:

            William Samuels
            171 West 57th Street
            New York, New York 10019

or to such other address as the party to whom notice is to be given may have
furnished to the other party in writing in accordance herewith. If mailed as
aforesaid, any such communication shall be deemed to have given on the third
business day following the day on which the piece of mail containing such
communication is posted.

            SECTION 9.  Governing Law. This Agreement shall be governed by, and
construed in accordance with the laws of the State of Delaware.

            SECTION 10. Entire Agreement. This Agreement contains the entire
agreement between the parties hereto with respect to the transactions
contemplated herein and supersedes all previously written or oral negotiations,
commitments, representations and agreement.
<PAGE>

            SECTION 11. Amendments and Modifications. This Agreement, or any 
provision hereof, may not be amended, changed or modified without the prior
written consent of each of the parties hereto.

            IN WITNESS WHEREOF, the parties hereto have caused this Option
Agreement to be executed and delivered as of the date first above written.

                                    THE LOS ANGELES INDIVIDUALIZED
                                    TELEVISION NETWORK, INC.

                                    By:___________________________

AGREED TO AND ACCEPTED BY
HOLDER:


_________________________________
Signature


_________________________________
Print Name




                                OPTION AGREEMENT

            OPTION AGREEMENT, dated as of March 14, 1997, and amended on January
14, 1998, between The Texas Individualized Television Network, Inc., a Delaware
corporation (the "Corporation") and William Samuels (the "Holder").

            WHEREAS, the Corporation desires to grant to the Holder, the right
and option to purchase shares (the "Option Shares") of Class B Common Stock,
$.01 par value per share (the "Class B Stock"), of the Corporation, on the terms
and subject to the conditions hereinafter set forth.

            NOW, THEREFORE, in consideration of the receipt of $1.00 and other
good and valuable consideration, the receipt of which is hereby acknowledged,
the parties hereby agree as follows:

            SECTION 1.        Option to Purchase Common Stock.

                  a. The Corporation hereby grants to the Holder an option (the
"Option") to purchase from the Corporation 250,000 Option Shares, at a purchase
price of $.10 per Option Share (the "Option Price"). The Holder's right and
option to purchase the Option Shares shall vest, subject to subsection 1(d) and
Section 6, as follows: (i) 85,000 Option Shares vest July 1, 1997, (ii)55,000
Option Shares vest on January 1, 1998; (iii) 55,000 Option Shares vest on July
1, 1998; (iv) 55,000 Option Shares vest on January 1, 1999 (each an
"Installment") at the Option Price, so long as the Holder is employed by the
Corporation, ACTV, Inc. or any affiliate or subsidiary of ACTV, Inc.
(collectively, the "ACTV Group"). Said right shall be cumulative. With respect
to each Installment, the "Option Period" shall commence on the date said
Installment vests and terminate on March 14, 2007.

            b. Except as limited by Section 5,an Installment may be exercised,
            in whole or part, by the Holder by delivery to the Corporation, at
            any time during the Option Period, of a written notice(the "Option
            Notice"),which Option Notice shall state the Holder's intention to
            exercise the Option, the date on which the Holder proposes to
            purchase the Option Shares (the "Closing Date") and the number of
            Option Shares to be purchased on the Closing Date, which Closing
            Date shall be no later than 30 days nor earlier than 10 days
            following the date of the Option Notice. Upon receipt by the
            Corporation of an Option Notice from the Holder, the Holder shall be
            obligated to purchase that number of Option Shares to be purchased
            on the Closing Date set forth in the Option Notice.

                  c. The purchase and sale of Option Shares acquired pursuant to
the terms of this Option Agreement shall be made on the Closing Date at the
offices of the Corporation. Delivery of the stock certificate or other
instrument registered in the name of the Holder, evidencing the Option Shares
being purchased on the Closing Date, shall be made by the Corporation to the
Holder on the Closing Date against the delivery to the

<PAGE>

Corporation of a certified or bank check in the full amount of the aggregate
purchase price therefor.

                  d. After January 1, 1999, the Option may be exchanged, in
whole or in part, for an equal number of ACTV, Inc. options at an option price
of $1.50 per share over the same Option Period.

                  e. Should ACTV, Inc. ("ACTV") undergo a Change in Control, as
defined below, or should another corporation which can exercise control over the
Corporation sell or attempt to sell all or substantially all of the assets of
said Corporation, or should more than 50% of its voting power be acquired by a
party which is not affiliated with or controlled by ACTV, then all of the
Holder's rights to exercise the Option for all the Option Shares shall be
accelerated so that the Installments to purchase all Option Shares shall be
fully vested at the time of said event and the exercisable price shall reduce to
$.10 per share. A Change in Control shall be the occurrence of any one of the
following events:

                        (i) A person (other than a person who is an officer or a
Director of ACTV on the effective date hereof), including a "group" as defined
in Section 13(d)(3) of the Securities Exchange Act of 1934, becomes, or obtains
the right to become, the beneficial owner of ACTV's securities having 30% or
more of the combined voting power of then outstanding securities of ACTV that
may be cast for the election of directors of ACTV;

                        (ii) At any time, a majority of the Board-nominated
slate of candidates for the Board of ACTV is not elected;

                        (iii) ACTV consummates a merger in which it is not the
surviving entity;

                        (iv)  Substantially all ACTV's assets are sold; or

                        (v) ACTV's stockholders approve the dissolution or
liquidation of ACTV.

            SECTION 2. Representations and Warranties of The Holder. The Holder
hereby represents and warrants to the Corporation that in the event the Holder
acquires any Option Shares, such Option Shares will be acquired for his own
account, for investment and not with a view to the distribution thereof. The
Holder understands the Option Shares will not be registered under the Securities
Act of 1933, as amended (the "Securities Act"), and that they must be held
indefinitely unless a subsequent disposition thereof is registered under the
Securities Act or the transaction is exempt from registration. The certificate
or certificates representing any Option Shares shall bear the

<PAGE>

following restrictive legend:

                  "THESE SECURITIES HAVE NOT BEEN REGISTERED UNDER THE
            SECURITIES ACT OF 1933, AS AMENDED (THE "SECURITIES ACT"), AND MAY
            NOT BE SOLD, TRANSFERRED, PLEDGED, HYPOTHECATED OR OTHERWISE
            DISPOSED OF IN THE ABSENCE OF (i) AN EFFECTIVE REGISTRATION
            STATEMENT UNDER THE SECURITIES ACT OF 1933; OR (ii) TO THE EXTENT
            APPLICABLE, RULE 144 UNDER SUCH ACT (OR SIMILAR RULE UNDER THE
            SECURITIES ACT RELATING TO THE DISPOSITION OF SECURITIES), OR (iii)
            AN OPINION OF COUNSEL, IF SUCH OPINION SHALL BE REASONABLY
            SATISFACTORY TO COUNSEL FOR THE ISSUER, THAN AN EXEMPTION FROM
            REGISTRATION UNDER THE SECURITIES ACT IS AVAILABLE. IN ADDITION,
            THIS CERTIFICATE OF STOCK AND SHARES REPRESENTED HEREBY AND HELD
            SUBJECT TO THE TERMS AND CONDITIONS CONTAINED IN AN AGREEMENT BY AND
            AMONG THE SHAREHOLDERS OF THE CORPORATION AND THE CORPORATION DATED
            AS OF MARCH 6, 1997, AND ALL AMENDMENTS THERETO, AND MAY NOT BE
            TRANSFERRED EXCEPT IN ACCORDANCE WITH THE TERMS AND PROVISIONS
            THEREOF. A COPY OF SUCH AGREEMENT WILL BE FURNISHED BY THE
            CORPORATION UPON REQUEST."

            SECTION 3. Reorganization; Mergers; Sales; Etc. If, at any time
during the Option Period, there shall be any capital reorganization,
reclassification of the Common Stock (the term "Common Stock" shall mean the
Company's Class A Common Stock and/or the Class B Stock) (other than a change in
par value or from par value to no par value or from no par value to par value or
as a result of a stock dividend or subdivision, split-up or combination of
shares), the consolidation or merger of the Corporation with or into another
corporation or of the sale of all or substantially all the properties and assets
of the Corporation as an entirety to any other corporation or person, the
unexercised and fully vested portion of this Option shall, after such
reorganization, reclassification, consolidation, merger or sale, be exercisable
for the kind and number of shares of stock or other securities or property of
the Corporation or of the corporation resulting from such consolidation or
surviving such merger or to which such properties and assets shall have been
sold to which the Holder would have been entitled if the Holder had held shares
of Class B Stock issuable upon the exercise hereof immediately prior to such
reorganization, reclassification, consolidation, merger or sale. The provisions
of this Section 3 shall similarly apply to successive reorganizations,
reclassifications, consolidations, mergers and sales.

            SECTION 4.  Adjustment of Option Shares and Option Price.

                  a. The number of Option Shares subject to this Option during
the Option Period shall be cumulative as to all prior dates of calculation and
shall be adjusted for any stock 

<PAGE>

dividend, subdivision, split-up or combination of Common Stock.

                  b. The Option Price shall be subject to adjustment from time
to time as follows:

            If, at any time during the Option Period, the number of shares of
Common Stock outstanding is altered by a stock dividend payable in shares of
Common Stock or by a subdivision or split-up or combination of shares of Common
Stock, then, immediately following the record date fixed for the determination
of holders of shares of Common Stock, entitled to receive such subdivision or
split-up or combination, the Option Price shall be appropriately increased or
decreased and the number of shares of Common Stock issuable upon the exercise
hereof shall be increased or decreased, pursuant to the formula set forth in
Section 4.c.

                  c. Upon each adjustment of the Option Price pursuant to the
provisions of this Section 4, the number of shares of Common Stock issuable upon
the exercise hereof shall be adjusted to the nearest full share of Common Stock
by multiplying a number equal to the Option Price in effect immediately prior to
such adjustment by the number of shares of Common Stock issuable immediately
prior to such adjustment and dividing the product so obtained by the adjusted
Option Price.

                  d. Should additional shares of Class A Common Stock, $.01 par
value, over and abovethe 4,000,000 shares presently authorized, be issued after
the effective date of this Option Agreement, then the number of shares issuable
upon exercise of this Option shall be increased by the same percentage that the
total number of issued Class A Common Stock has been increased.

                  e. The Corporation will use its best efforts to amend its
certificate of incorporation to authorize additional Class B Stock should the
number of shares of Class B Stock issuable upon exercise of the Option be
increased in accordance with the terms of this agreement.

            SECTION 5.  Termination of the Options.

                   a. Termination of Options in General. Subject to subsection
5(b), the Option granted hereby shall terminate and the Option shall no longer
be exercisable after March 14, 2007.

                   b. Option Rights Upon Death, Disability, Resignation. If a
Holder dies or becomes disabled while employed by the ACTV Group, or resigns
from employment with the ACTV Group prior to his complete exercise of the
Option, the Holder (or his heirs) may exercise his Option at any time during the
option period, to the extent that the Holder was entitled to exercise the Option
at the date such event, and the Class B Stock underlying the Option shall
convert into Class A Stock on the second


<PAGE>

anniversary of the occurrence of such death, disability or resignation.

            SECTION 6.  Termination of Employment. In the event that a Holder 
is terminated from employment with the ACTV Group for any reason during the
Option Period then (i) all Options granted to the Holder hereunder shall become
vested and immediately exercisable at an exercise price of $.10 per share
adjusted for any stock splits and capital reorganizations having a similar
effect, subsequent to the effective date hereof, (ii) all Options may be
exercised at any time during the Option Period and (iii) anything herein to the
contrary notwithstanding, the Shares underlying the Options, whether exercised
prior or subsequent to the termination shall not convert to Class A stock except
as set forth in the applicable Shareholder Agreement.

            SECTION 7. Transfer of Option; Successors And Assigns. This
Agreement (including the Option) and all rights hereunder shall not be
transferable at any time without the prior written consent of the Corporation.
This Agreement and all the rights hereunder shall be binding upon and inure to
the benefit of the parties hereto and their respective successors, approved
assigns and approved transferees.

            SECTION 8. Notices. All notices or other communications which are
required or permitted hereunder shall be in writing and sufficient if delivered
personally or sent by registered or certified mail, postage prepaid, return
receipt requested, addressed as follows:

            If to the Corporation:

            The Texas Individualized Television Network, Inc.
            1270 Avenue of the Americas
            New York, NY  10020

            Attention: Christopher C. Cline

            With a copy to:

            Gersten, Savage, Kaplowitz, Fredericks & Curtin, LLP
            101 East 52 Street
            New York, NY  10022

            Attention:  Wesley C. Fredericks


<PAGE>

            If to the Holder, to:

            William Samuels
            171 57th Street
            New York, New York 10023

or to such other address as the party to whom notice is to be given may have
furnished to the other party in writing in accordance herewith. If mailed as
aforesaid, any such communication shall be deemed to have given on the third
business day following the day on which the piece of mail containing such
communication is posted.

            SECTION 9. Governing Law. This Agreement shall be governed by, and
construed in accordance with the laws of the State of Delaware.

            SECTION 10. Entire Agreement. This Agreement contains the entire
agreement between the parties hereto with respect to the transactions
contemplated herein and supersedes all previously written or oral negotiations,
commitments, representations and agreement.

            SECTION 11. Amendments and Modifications. This Agreement, or any
provision hereof, may not be amended, changed or modified without the prior
written consent of each of the parties hereto.

            IN WITNESS WHEREOF, the parties hereto have caused this Option
Agreement to be executed and delivered as of the date first above written.

                                    THE TEXAS INDIVIDUALIZED
                                    TELEVISION NETWORK, INC.

                                    By:
                                       -----------------------

AGREED TO AND ACCEPTED BY
HOLDER:


- --------------------------------------
Signature


- --------------------------------------
Print Name




                               OPTION  AGREEMENT

            OPTION AGREEMENT, dated as of June 3, 1997 and amended on January
14, 1998, between The Florida Individualized Television Network, Inc., a
Delaware corporation (the "Corporation") and David Reese (the "Holder").

            WHEREAS, the Corporation desires to grant to the Holder, the right
and option to purchase shares (the "Option Shares") of Class B Common Stock,
$.01 par value per share (the "Class B Stock"), of the Corporation, on the terms
and subject to the conditions hereinafter set forth.

            NOW, THEREFORE, in consideration of the receipt of $1.00 and other
good and valuable consideration, the receipt of which is hereby acknowledged,
the parties hereby agree as follows:

            SECTION 1. Option to Purchase Common Stock.

                  a. The Corporation hereby grants to the Holder an option (the
"Option") to purchase from the Corporation 250,000 Option Shares, at a purchase
price of $.10 per Option Share (the "Option Price"). The Holder's right and
option to purchase the Option Shares shall vest, subject to subsection 1(d) and
Section 6, as follows: (i) 85,000 Option Shares vest July 1, 1997, (ii) 55,000
Option Shares vest on January 1, 1998, (iii) 55,000 Option Shares vest July 1,
1998; (iv) 55,000 Option Shares vest January 1, 1999 (each an "Installment") at
the Option Price, so long as the Holder is employed by the Corporation, ACTV,
Inc. or any affiliate or subsidiary of ACTV, Inc. (collectively, the "ACTV
Group"). Said right shall be cumulative. With respect to each Installment, the
"Option Period" shall commence on the date said Installment vests and terminate
on June 2, 2007.

                  b. Except as limited by Section 5,an Installment may be
exercised, in whole or part, by the Holder by delivery to the Corporation, at
any time during the Option Period, of a written notice (the "Option
Notice"), which Option Notice shall state the Holder's intention to exercise the
Option, the date on which the Holder proposes to purchase the Option Shares (the
"Closing Date") and the number of Option Shares to be purchased on the Closing
Date, which Closing Date shall be no later than 30 days nor earlier than 10 days
following the date of the Option Notice. Upon receipt by the Corporation of an
Option Notice from the Holder, the Holder

<PAGE>


shall be obligated to purchase that number of Option Shares to be purchased on
the Closing Date set forth in the Option Notice.

                  c. The purchase and sale of Option Shares acquired pursuant to
the terms of this Option Agreement shall be made on the Closing Date at the
offices of the Corporation. Delivery of the stock certificate or other
instrument registered in the name of the Holder, evidencing the Option Shares
being purchased on the Closing Date, shall be made by the Corporation to the
Holder on the Closing Date against the delivery to the Corporation of a
certified or bank check in the full amount of the aggregate purchase price
therefor.

                  d. After January 1, 1999, the option shares may be exchanged,
in whole or in part for an equal number of ACTV, Inc. common shares assuming the
Corporation has been capitalized with a minimum of $5 million dollars of equity
or debt financing and is a subsidiary of ACTV Entertainment. The total option
exchange price per share of ACTV, Inc. common shares shall be the ACTV, Inc.
closing price on the date to which the financing referred to in the preceding
sentence is consummated.

                  e. Should ACTV, Inc. ("ACTV") undergo a Change in Control, as
defined below, or should another corporation which can exercise control over the
Corporation sell or attempt to sell all or substantially all of the assets of
said Corporation, or should more than 50% of its voting power be acquired by a
party which is not affiliated with or controlled by ACTV, then all of the
Holder's rights to exercise the Option for all the Option Shares shall be
accelerated so that the Installments to purchase all Option shares shall be
fully vested at the time of said event and the exchange price shall reduce to
$.10 per common share of ACTV, Inc. A Change in Control shall be the occurrence
of any one of the following events:

                        (i) A person (other than a person who is an officer or a
Director of ACTV on the effective date hereof), including a "group" as defined
in Section 13(d)(3) of the Securities Exchange Act of 1934, becomes, or obtains
the right to become, the beneficial owner of ACTV's securities having 30% or
more of the combined voting power of then outstanding securities of ACTV that
may be cast for the election of directors of ACTV;

                        (ii) At any time, a majority of the Board-nominated
slate of candidates for the Board of ACTV is not elected;

<PAGE>

                        (iii) ACTV consummates a merger in which it is not the
surviving entity;

                        (iv)  Substantially all ACTV's assets are sold; or

                        (v) ACTV's stockholders approve the dissolution or
liquidation of ACTV.

            SECTION 2. Representations and Warranties of The Holder. The Holder
hereby represents and warrants to the Corporation that in the event the Holder
acquires any Option Shares, such Option Shares will be acquired for his own
account, for investment and not with a view to the distribution thereof. The
Holder understands the Option Shares will not be registered under the Securities
Act of 1933, as amended (the "Securities Act"), and that they must be held
indefinitely unless a subsequent disposition thereof is registered under the
Securities Act or the transaction is exempt from registration. The certificate
or certificates representing any Option Shares shall bear the following
restrictive legend:

                  "THESE SECURITIES HAVE NOT BEEN REGISTERED UNDER THE
            SECURITIES ACT OF 1933, AS AMENDED (THE "SECURITIES ACT"), AND MAY
            NOT BE SOLD, TRANSFERRED, PLEDGED, HYPOTHECATED OR OTHERWISE
            DISPOSED OF IN THE ABSENCE OF (i) AN EFFECTIVE REGISTRATION
            STATEMENT UNDER THE SECURITIES ACT OF 1933; OR (ii) TO THE EXTENT
            APPLICABLE, RULE 144 UNDER SUCH ACT (OR SIMILAR RULE UNDER THE
            SECURITIES ACT RELATING TO THE DISPOSITION OF SECURITIES), OR (iii)
            AN OPINION OF COUNSEL, IF SUCH OPINION SHALL BE REASONABLY
            SATISFACTORY TO COUNSEL FOR THE ISSUER, THAN AN EXEMPTION FROM
            REGISTRATION UNDER THE SECURITIES ACT IS AVAILABLE. IN ADDITION,
            THIS CERTIFICATE OF STOCK AND SHARES REPRESENTED HEREBY AND HELD
            SUBJECT TO THE TERMS AND CONDITIONS CONTAINED IN AN AGREEMENT BY AND
            AMONG THE SHAREHOLDERS OF THE CORPORATION AND THE CORPORATION DATED
            AS OF JUNE 3, 1997, AND ALL AMENDMENTS THERETO, AND MAY NOT BE
            TRANSFERRED EXCEPT IN ACCORDANCE WITH THE TERMS AND

<PAGE>


            PROVISIONS THEREOF. A COPY OF SUCH AGREEMENT WILL BE FURNISHED BY
            THE CORPORATION UPON REQUEST."

            SECTION 3. Reorganization; Mergers; Sales; Etc. If, at any time
during the Option Period, there shall be any capital reorganization,
reclassification of the Common Stock (the term "Common Stock" shall mean the
Company's Class A Common Stock and/or the Class B Stock) (other than a change in
par value or from par value to no par value or from no par value to par value or
as a result of a stock dividend or subdivision, split-up or combination of
shares), the consolidation or merger of the Corporation with or into another
corporation or of the sale of all or substantially all the properties and assets
of the Corporation as an entirety to any other corporation or person, the
unexercised and fully vested portion of this Option shall, after such
reorganization, reclassification, consolidation, merger or sale, be exercisable
for the kind and number of shares of stock or other securities or property of
the Corporation or of the corporation resulting from such consolidation or
surviving such merger or to which such properties and assets shall have been
sold to which the Holder would have been entitled if the Holder had held shares
of Class B Stock issuable upon the exercise hereof immediately prior to such
reorganization, reclassification, consolidation, merger or sale. The provisions
of this Section 3 shall similarly apply to successive reorganizations,
reclassifications, consolidations, mergers and sales.

            SECTION 4.  Adjustment of Option Shares and Option Price.

                  a. The number of Option Shares subject to this Option during
the Option Period shall be cumulative as to all prior dates of calculation and
shall be adjusted for any stock dividend, subdivision, split-up or combination
of Common Stock.

                  b. The Option Price shall be subject to adjustment from time
to time as follows:

            If, at any time during the Option Period, the number of shares of
Common Stock outstanding is altered by a stock dividend payable in shares of
Common Stock or by a subdivision or split-up or combination of shares of Common
Stock, then, immediately following the record date fixed for the determination
of holders of shares of Common Stock, entitled to receive such subdivision or
split-up or combination, the Option Price shall be appropriately increased or
decreased and the number of shares of Common Stock

<PAGE>

issuable upon the exercise hereof shall be increased or decreased, pursuant to
the formula set forth in Section 4.c.

                  c. Upon each adjustment of the Option Price pursuant to the
provisions of this Section 4, the number of shares of Common Stock issuable upon
the exercise hereof shall be adjusted to the nearest full share of Common Stock
by multiplying a number equal to the Option Price in effect immediately prior to
such adjustment by the number of shares of Common Stock issuable immediately
prior to such adjustment and dividing the product so obtained by the adjusted
Option Price.

                  d. Should additional shares of Class A Common Stock, $.01 par
value, over and abovethe 4,000,000 shares presently authorized, be issued after
the effective date of this Option Agreement, then the number of shares issuable
upon exercise of this Option shall be increased by the same percentage that the
total number of issued Class A Common Stock has been increased.

                  e. The Corporation will use its best efforts to amend its
certificate of incorporation to authorize additional Class B Stock should the
number of shares of Class B Stock issuable upon exercise of the Option be
increased in accordance with the terms of this agreement.

            SECTION 5. Termination of the Options.

                   a. Termination of Options in General. Subject to subsection
5(b), the Option granted hereby shall terminate and the Option shall no longer
be exercisable after June 2, 2007.

                   b. Option Rights Upon Death, Disability, Resignation. If a
Holder dies or becomes disabled while employed by the ACTV Group, or resigns
from employment with the ACTV Group prior to his complete exercise of the
Option, the Holder (or his heirs) may exercise his Option at any time within one
year after the date of such death, disability or resignation, to the extent that
the Holder was entitled to exercise the Option at the date such event, and the
Class B Stock underlying the Option shall convert into Class A Stock on the
second anniversary of the occurrence of such death, disability or resignation.

<PAGE>

            SECTION 6. Termination of Employment. In the event that a Holder is
terminated from employment with the ACTV Group for any reason during the Option
Period then (i) all Options granted to the Holder hereunder shall become vested
and immediately exercisable and the exchange price shall be reduced to $.10 per
common share of ACTV, Inc. adjusted for any stock splits and capital
reorganizations having a similar effect, subsequent to the effective date
hereof, (ii) all Options may be exercised at any time during the Option Period
and (iii) anything herein to the contrary notwithstanding, the Shares underlying
the Options, whether exercised prior or subsequent to the termination shall not
convert to Class A stock except as set forth in the applicable Shareholder
Agreement.

            SECTION 7. Transfer of Option; Successors And Assigns. This
Agreement (including the Option) and all rights hereunder shall not be
transferable at any time without the prior written consent of the Corporation.
This Agreement and all the rights hereunder shall be binding upon and inure to
the benefit of the parties hereto and their respective successors, approved
assigns and approved transferees.

            SECTION 8. Notices. All notices or other communications which are
required or permitted hereunder shall be in writing and sufficient if delivered
personally or sent by registered or certified mail, postage prepaid, return
receipt requested, addressed as follows:

            If to the Corporation:

            The Florida Individualized Television Network, Inc.
            1270 Avenue of the Americas
            New York, NY  10020

            Attention: President

            With a copy to:

            Gersten, Savage, Kaplowitz, Fredericks & Curtin, LLP
            101 East 52 Street
            New York, NY  10022

            Attention:  Wesley C. Fredericks

<PAGE>

            If to the Holder, to:

            David Reese
            30 Maclay Road
            Montville, New Jersey 07045

or to such other address as the party to whom notice is to be given may have
furnished to the other party in writing in accordance herewith. If mailed as
aforesaid, any such communication shall be deemed to have given on the third
business day following the day on which the piece of mail containing such
communication is posted.

            SECTION 9. Governing Law. This Agreement shall be governed by, and
construed in accordance with the laws of the State of Delaware.

            SECTION 10. Entire Agreement. This Agreement contains the entire
agreement between the parties hereto with respect to the transactions
contemplated herein and supersedes all previously written or oral negotiations,
commitments, representations and agreement.

            SECTION 11. Amendments and Modifications. This Agreement, or any
provision hereof, may not be amended, changed or modified without the prior
written consent of each of the parties hereto.

<PAGE>

            IN WITNESS WHEREOF, the parties hereto have caused this Option
Agreement to be executed and delivered as of the date first above written.

                                    THE FLORIDA INDIVIDUALIZED
                                    TELEVISION NETWORK, INC.

                                    By:
                                        ----------------------------------------

AGREED TO AND ACCEPTED BY
HOLDER:



- -------------------------------------
Signature



- -------------------------------
Printed Name





                                OPTION AGREEMENT

            OPTION AGREEMENT, dated as of June 3, 1997 and amended on January
14, 1998, between The Northwest Individualized Television Network, Inc., a
Delaware corporation (the "Corporation") and David Reese (the "Holder").

            WHEREAS, the Corporation desires to grant to the Holder, the right
and option to purchase shares (the "Option Shares") of Class B Common Stock,
$.01 par value per share (the "Class B Stock"), of the Corporation, on the terms
and subject to the conditions hereinafter set forth.

            NOW, THEREFORE, in consideration of the receipt of $1.00 and other
good and valuable consideration, the receipt of which is hereby acknowledged,
the parties hereby agree as follows:

            SECTION 1.  Option to Purchase Common Stock.

                  a. The Corporation hereby grants to the Holder an option (the
"Option") to purchase from the Corporation 250,000 Option Shares, at a purchase
price of $.10 per Option Share (the "Option Price"). The Holder's right and
option to purchase the Option Shares shall vest, subject to subsection 1(d) and
Section 6, as follows: (i) 85,000 Option Shares vest July 1, 1997, (ii) 55,000
Option Shares vest on January 1, 1998, (iii) 55,000 Option Shares vest July 1,
1998; (iv) 55,000 Option Shares vest January 1, 1999 (each an "Installment") at
the Option Price, so long as the Holder is employed by the Corporation, ACTV,
Inc. or any affiliate or subsidiary of ACTV, Inc. (collectively, the "ACTV
Group"). Said right shall be cumulative. With respect to each Installment, the
"Option Period" shall commence on the date said Installment vests and terminate
on June 2, 2007.

                  b. Except as limited by Section 5,an Installment may be
exercised, in whole or part, by the Holder by delivery to the Corporation, at
any time during the Option Period, of a written notice (the "Option
Notice"),which Option Notice shall state the Holder's intention to exercise the
Option, the date on which the Holder proposes to purchase the Option Shares (the
"Closing Date") and the number of Option Shares to be purchased on the Closing
Date, which Closing Date shall be no later than 30 days nor earlier than 10 days
following the date of the Option Notice. Upon receipt by the Corporation of an
Option Notice from the Holder, the Holder


<PAGE>

shall be obligated to purchase that number of Option Shares to be purchased on
the Closing Date set forth in the Option Notice.

                  c. The purchase and sale of Option Shares acquired pursuant to
the terms of this Option Agreement shall be made on the Closing Date at the
offices of the Corporation. Delivery of the stock certificate or other
instrument registered in the name of the Holder, evidencing the Option Shares
being purchased on the Closing Date, shall be made by the Corporation to the
Holder on the Closing Date against the delivery to the Corporation of a
certified or bank check in the full amount of the aggregate purchase price
therefor.

                  d. After January 1, 1999, the option shares may be exchanged,
in whole or in part for an equal number of ACTV, Inc. common shares assuming the
Corporation has been capitalized with a minimum of $5 million dollars of equity
or debt financing and is a subsidiary of ACTV Entertainment. The total option
exchange price per share of ACTV, Inc. common shares shall be the ACTV, Inc.
closing price on the date to which the financing referred to in the preceding
sentence is consummated.

                  e. Should ACTV, Inc. ("ACTV") undergo a Change in Control, as
defined below, or should another corporation which can exercise control over the
Corporation sell or attempt to sell all or substantially all of the assets of
said Corporation, or should more than 50% of its voting power be acquired by a
party which is not affiliated with or controlled by ACTV, then all of the
Holder's rights to exercise the Option for all the Option Shares shall be
accelerated so that the Installments to purchase all Option shares shall be
fully vested at the time of said event and the exchange price shall reduce to
$.10 per common share of ACTV, Inc. A Change in Control shall be the occurrence
of any one of the following events:

                        (i) A person (other than a person who is an officer or a
Director of ACTV on the effective date hereof), including a "group" as defined
in Section 13(d)(3) of the Securities Exchange Act of 1934, becomes, or obtains
the right to become, the beneficial owner of ACTV's securities having 30% or
more of the combined voting power of then outstanding securities of ACTV that
may be cast for the election of directors of ACTV;

                        (ii) At any time, a majority of the Board-nominated
slate of candidates for the Board of ACTV is not elected;

<PAGE>

                        (iii) ACTV consummates a merger in which it is not the
surviving entity;

                        (iv)  Substantially all ACTV's assets are sold; or

                        (v) ACTV's stockholders approve the dissolution or
liquidation of ACTV.

            SECTION 2. Representations and Warranties of The Holder. The Holder
hereby represents and warrants to the Corporation that in the event the Holder
acquires any Option Shares, such Option Shares will be acquired for his own
account, for investment and not with a view to the distribution thereof. The
Holder understands the Option Shares will not be registered under the Securities
Act of 1933, as amended (the "Securities Act"), and that they must be held
indefinitely unless a subsequent disposition thereof is registered under the
Securities Act or the transaction is exempt from registration. The certificate
or certificates representing any Option Shares shall bear the following
restrictive legend:

                  "THESE SECURITIES HAVE NOT BEEN REGISTERED UNDER THE
            SECURITIES ACT OF 1933, AS AMENDED (THE "SECURITIES ACT"), AND MAY
            NOT BE SOLD, TRANSFERRED, PLEDGED, HYPOTHECATED OR OTHERWISE
            DISPOSED OF IN THE ABSENCE OF (i) AN EFFECTIVE REGISTRATION
            STATEMENT UNDER THE SECURITIES ACT OF 1933; OR (ii) TO THE EXTENT
            APPLICABLE, RULE 144 UNDER SUCH ACT (OR SIMILAR RULE UNDER THE
            SECURITIES ACT RELATING TO THE DISPOSITION OF SECURITIES), OR (iii)
            AN OPINION OF COUNSEL, IF SUCH OPINION SHALL BE REASONABLY
            SATISFACTORY TO COUNSEL FOR THE ISSUER, THAN AN EXEMPTION FROM
            REGISTRATION UNDER THE SECURITIES ACT IS AVAILABLE. IN ADDITION,
            THIS CERTIFICATE OF STOCK AND SHARES REPRESENTED HEREBY AND HELD
            SUBJECT TO THE TERMS AND CONDITIONS CONTAINED IN AN AGREEMENT BY AND
            AMONG THE SHAREHOLDERS OF THE CORPORATION AND THE CORPORATION DATED
            AS OF JUNE 3, 1997, AND ALL AMENDMENTS THERETO, AND MAY NOT BE
            TRANSFERRED EXCEPT IN ACCORDANCE WITH THE TERMS AND 


<PAGE>

            PROVISIONS THEREOF. A COPY OF SUCH AGREEMENT WILL BE FURNISHED BY
            THE CORPORATION UPON REQUEST."

            SECTION 3. Reorganization; Mergers; Sales; Etc. If, at any time
during the Option Period, there shall be any capital reorganization,
reclassification of the Common Stock (the term "Common Stock" shall mean the
Company's Class A Common Stock and/or the Class B Stock) (other than a change in
par value or from par value to no par value or from no par value to par value or
as a result of a stock dividend or subdivision, split-up or combination of
shares), the consolidation or merger of the Corporation with or into another
corporation or of the sale of all or substantially all the properties and assets
of the Corporation as an entirety to any other corporation or person, the
unexercised and fully vested portion of this Option shall, after such
reorganization, reclassification, consolidation, merger or sale, be exercisable
for the kind and number of shares of stock or other securities or property of
the Corporation or of the corporation resulting from such consolidation or
surviving such merger or to which such properties and assets shall have been
sold to which the Holder would have been entitled if the Holder had held shares
of Class B Stock issuable upon the exercise hereof immediately prior to such
reorganization, reclassification, consolidation, merger or sale. The provisions
of this Section 3 shall similarly apply to successive reorganizations,
reclassifications, consolidations, mergers and sales.

            SECTION 4.  Adjustment of Option Shares and Option Price.

                  a. The number of Option Shares subject to this Option during
the Option Period shall be cumulative as to all prior dates of calculation and
shall be adjusted for any stock dividend, subdivision, split-up or combination
of Common Stock.

                  b. The Option Price shall be subject to adjustment from time
to time as follows:

            If, at any time during the Option Period, the number of shares of
Common Stock outstanding is altered by a stock dividend payable in shares of
Common Stock or by a subdivision or split-up or combination of shares of Common
Stock, then, immediately following the record date fixed for the determination
of holders of shares of Common Stock, entitled to receive such subdivision or
split-up or combination, the Option Price shall be appropriately increased or
decreased and the number of shares of Common Stock

issuable upon the exercise hereof shall be increased or decreased, pursuant to
the formula set forth in Section 4.c.

                  c. Upon each adjustment of the Option Price pursuant to the
provisions of this Section 4, the number of shares of Common Stock issuable upon
the exercise hereof shall be adjusted to the nearest full share of Common Stock
by multiplying a number equal to the Option Price in effect immediately prior to
such adjustment by the number of shares of Common Stock issuable immediately
prior to such adjustment and dividing the product so obtained by the adjusted
Option Price.

                  d. Should additional shares of Class A Common Stock, $.01 par
value, over and abovethe 4,000,000 shares presently authorized, be issued after
the effective date of this Option Agreement, then the number of shares issuable
upon exercise of this Option shall be increased by the same percentage that the
total number of issued Class A Common Stock has been increased.

                  e. The Corporation will use its best efforts to amend its
certificate of incorporation to authorize additional Class B Stock should the
number of shares of Class B Stock issuable upon exercise of the Option be
increased in accordance with the terms of this agreement.

            SECTION 5.    Termination of the Options.

                   a. Termination of Options in General. Subject to subsection
5(b), the Option granted hereby shall terminate and the Option shall no longer
be exercisable after June 2, 2007.

                   b. Option Rights Upon Death, Disability, Resignation. If a
Holder dies or becomes disabled while employed by the ACTV Group, or resigns
from employment with the ACTV Group prior to his complete exercise of the
Option, the Holder (or his heirs) may exercise his Option at any time within one
year after the date of such death, disability or resignation, to the extent that
the Holder was entitled to exercise the Option at the date such event, and the
Class B Stock underlying the Option shall convert into Class A Stock on the
second anniversary of the occurrence of such death, disability or resignation.

<PAGE>

            SECTION 6. Termination of Employment. In the event that a Holder is
terminated from employment with the ACTV Group for any reason during the Option
Period then (i) all Options granted to the Holder hereunder shall become vested
and immediately exercisable and the exchange price shall be reduced to $.10 per
common share of ACTV, Inc. adjusted for any stock splits and capital
reorganizations having a similar effect, subsequent to the effective date
hereof, (ii) all Options may be exercised at any time during the Option Period
and (iii) anything herein to the contrary notwithstanding, the Shares underlying
the Options, whether exercised prior or subsequent to the termination shall not
convert to Class A stock except as set forth in the applicable Shareholder
Agreement.

            SECTION 7. Transfer of Option; Successors And Assigns. This
Agreement (including the Option) and all rights hereunder shall not be
transferable at any time without the prior written consent of the Corporation.
This Agreement and all the rights hereunder shall be binding upon and inure to
the benefit of the parties hereto and their respective successors, approved
assigns and approved transferees.

            SECTION 8. Notices. All notices or other communications which are
required or permitted hereunder shall be in writing and sufficient if delivered
personally or sent by registered or certified mail, postage prepaid, return
receipt requested, addressed as follows:

            If to the Corporation:

            The Northwest Individualized Television Network, Inc.
            1270 Avenue of the Americas
            New York, NY  10020

            Attention: President

            With a copy to:

            Gersten, Savage, Kaplowitz, Fredericks & Curtin, LLP
            101 East 52 Street
            New York, NY  10022

            Attention:  Wesley C. Fredericks

<PAGE>

            If to the Holder, to:

            David Reese
            30 Maclay Road
            Montville, New Jersey 07045

or to such other address as the party to whom notice is to be given may have
furnished to the other party in writing in accordance herewith. If mailed as
aforesaid, any such communication shall be deemed to have given on the third
business day following the day on which the piece of mail containing such
communication is posted.

            SECTION 9. Governing Law. This Agreement shall be governed by, and
construed in accordance with the laws of the State of Delaware.

            SECTION 10. Entire Agreement. This Agreement contains the entire
agreement between the parties hereto with respect to the transactions
contemplated herein and supersedes all previously written or oral negotiations,
commitments, representations and agreement.

            SECTION 11. Amendments and Modifications. This Agreement, or any
provision hereof, may not be amended, changed or modified without the prior
written consent of each of the parties hereto.


<PAGE>


            IN WITNESS WHEREOF, the parties hereto have caused this Option
Agreement to be executed and delivered as of the date first above written.

                                    THE  NORTHWEST  INDIVIDUALIZED
                                    TELEVISION  NETWORK,  INC.


                                    By:____________________________

AGREED TO AND ACCEPTED BY
HOLDER:


- -------------------------
Signature


- -------------------------
Printed Name





                               OPTION  AGREEMENT

            OPTION AGREEMENT, dated as of June 3, 1997 and amended on January
14, 1998, between The New York Individualized Television Network, Inc., a
Delaware corporation (the "Corporation") and David Reese (the "Holder").

            WHEREAS, the Corporation desires to grant to the Holder, the right
and option to purchase shares (the "Option Shares") of Class B Common Stock,
$.01 par value per share (the "Class B Stock"), of the Corporation, on the terms
and subject to the conditions hereinafter set forth.

            NOW, THEREFORE, in consideration of the receipt of $1.00 and other
good and valuable consideration, the receipt of which is hereby acknowledged,
the parties hereby agree as follows:

            SECTION 1.        Option to Purchase Common Stock.

                  a. The Corporation hereby grants to the Holder an option (the
"Option") to purchase from the Corporation 250,000 Option Shares, at a purchase
price of $.10 per Option Share (the "Option Price"). The Holder's right and
option to purchase the Option Shares shall vest, subject to subsection 1(d) and
Section 6, as follows: (i) 85,000 Option Shares vest July 1, 1997, (ii) 55,000
Option Shares vest on January 1, 1998, (iii) 55,000 Option Shares vest July 1,
1998; (iv) 55,000 Option Shares vest January 1, 1999 (each an "Installment") at
the Option Price, so long as the Holder is employed by the Corporation, ACTV,
Inc. or any affiliate or subsidiary of ACTV, Inc. (collectively, the "ACTV
Group"). Said right shall be cumulative. With respect to each Installment, the
"Option Period" shall commence on the date said Installment vests and terminate
on June 2, 2007.

                  b. Except as limited by Section 5,an Installment may be
exercised, in whole or part, by the Holder by delivery to the Corporation, at
any time during the Option Period, of a written notice (the "Option
Notice"),which Option Notice shall state the Holder's intention to exercise the
Option, the date on which the Holder proposes to purchase the Option Shares (the
"Closing Date") and the number of Option Shares to be purchased on the Closing
Date, which Closing Date shall be no later than 30 days nor earlier than 10 days
following the date of the Option Notice. Upon receipt by the Corporation of an
Option Notice from the Holder, the Holder


<PAGE>


shall be obligated to purchase that number of Option Shares to be purchased on
the Closing Date set forth in the Option Notice.

                  c. The purchase and sale of Option Shares acquired pursuant to
the terms of this Option Agreement shall be made on the Closing Date at the
offices of the Corporation. Delivery of the stock certificate or other
instrument registered in the name of the Holder, evidencing the Option Shares
being purchased on the Closing Date, shall be made by the Corporation to the
Holder on the Closing Date against the delivery to the Corporation of a
certified or bank check in the full amount of the aggregate purchase price
therefor.

                  d. After January 1, 1999, the option shares may be exchanged,
in whole or in part for an equal number of ACTV, Inc. common shares assuming the
Corporation has been capitalized with a minimum of $5 million dollars of equity
or debt financing and is a subsidiary of ACTV Entertainment. The total option
exchange price per share of ACTV, Inc. common shares shall be the ACTV, Inc.
closing price on the date to which the financing referred to in the preceding
sentence is consummated.

                  e. Should ACTV, Inc. ("ACTV") undergo a Change in Control, as
defined below, or should another corporation which can exercise control over the
Corporation sell or attempt to sell all or substantially all of the assets of
said Corporation, or should more than 50% of its voting power be acquired by a
party which is not affiliated with or controlled by ACTV, then all of the
Holder's rights to exercise the Option for all the Option Shares shall be
accelerated so that the Installments to purchase all Option shares shall be
fully vested at the time of said event and the exchange price shall reduce to
$.10 per common share of ACTV, Inc. A Change in Control shall be the occurrence
of any one of the following events:

                        (i) A person (other than a person who is an officer or a
Director of ACTV on the effective date hereof), including a "group" as defined
in Section 13(d)(3) of the Securities Exchange Act of 1934, becomes, or obtains
the right to become, the beneficial owner of ACTV's securities having 30% or
more of the combined voting power of then outstanding securities of ACTV that
may be cast for the election of directors of ACTV;

                        (ii) At any time, a majority of the Board-nominated
slate of candidates for the Board of ACTV is not elected;

<PAGE>


                        (iii) ACTV consummates a merger in which it is not the
surviving entity;

                        (iv)  Substantially all ACTV's assets are sold; or

                        (v) ACTV's stockholders approve the dissolution or
liquidation of ACTV.

            SECTION 2. Representations and Warranties of The Holder. The Holder
hereby represents and warrants to the Corporation that in the event the Holder
acquires any Option Shares, such Option Shares will be acquired for his own
account, for investment and not with a view to the distribution thereof. The
Holder understands the Option Shares will not be registered under the Securities
Act of 1933, as amended (the "Securities Act"), and that they must be held
indefinitely unless a subsequent disposition thereof is registered under the
Securities Act or the transaction is exempt from registration. The certificate
or certificates representing any Option Shares shall bear the following
restrictive legend:

                  "THESE SECURITIES HAVE NOT BEEN REGISTERED UNDER THE
            SECURITIES ACT OF 1933, AS AMENDED (THE "SECURITIES ACT"), AND MAY
            NOT BE SOLD, TRANSFERRED, PLEDGED, HYPOTHECATED OR OTHERWISE
            DISPOSED OF IN THE ABSENCE OF (i) AN EFFECTIVE REGISTRATION
            STATEMENT UNDER THE SECURITIES ACT OF 1933; OR (ii) TO THE EXTENT
            APPLICABLE, RULE 144 UNDER SUCH ACT (OR SIMILAR RULE UNDER THE
            SECURITIES ACT RELATING TO THE DISPOSITION OF SECURITIES), OR (iii)
            AN OPINION OF COUNSEL, IF SUCH OPINION SHALL BE REASONABLY
            SATISFACTORY TO COUNSEL FOR THE ISSUER, THAN AN EXEMPTION FROM
            REGISTRATION UNDER THE SECURITIES ACT IS AVAILABLE. IN ADDITION,
            THIS CERTIFICATE OF STOCK AND SHARES REPRESENTED HEREBY AND HELD
            SUBJECT TO THE TERMS AND CONDITIONS CONTAINED IN AN AGREEMENT BY AND
            AMONG THE SHAREHOLDERS OF THE CORPORATION AND THE CORPORATION DATED
            AS OF JUNE 3, 1997, AND ALL AMENDMENTS THERETO, AND MAY NOT BE
            TRANSFERRED EXCEPT IN ACCORDANCE WITH THE TERMS AND

<PAGE>

            PROVISIONS THEREOF. A COPY OF SUCH AGREEMENT WILL BE FURNISHED BY
            THE CORPORATION UPON REQUEST."

            SECTION 3. Reorganization; Mergers; Sales; Etc. If, at any time
during the Option Period, there shall be any capital reorganization,
reclassification of the Common Stock (the term "Common Stock" shall mean the
Company's Class A Common Stock and/or the Class B Stock) (other than a change in
par value or from par value to no par value or from no par value to par value or
as a result of a stock dividend or subdivision, split-up or combination of
shares), the consolidation or merger of the Corporation with or into another
corporation or of the sale of all or substantially all the properties and assets
of the Corporation as an entirety to any other corporation or person, the
unexercised and fully vested portion of this Option shall, after such
reorganization, reclassification, consolidation, merger or sale, be exercisable
for the kind and number of shares of stock or other securities or property of
the Corporation or of the corporation resulting from such consolidation or
surviving such merger or to which such properties and assets shall have been
sold to which the Holder would have been entitled if the Holder had held shares
of Class B Stock issuable upon the exercise hereof immediately prior to such
reorganization, reclassification, consolidation, merger or sale. The provisions
of this Section 3 shall similarly apply to successive reorganizations,
reclassifications, consolidations, mergers and sales.

            SECTION 4.  Adjustment of Option Shares and Option Price.

                  a. The number of Option Shares subject to this Option during
the Option Period shall be cumulative as to all prior dates of calculation and
shall be adjusted for any stock dividend, subdivision, split-up or combination
of Common Stock.

                  b. The Option Price shall be subject to adjustment from time
to time as follows:

            If, at any time during the Option Period, the number of shares of
Common Stock outstanding is altered by a stock dividend payable in shares of
Common Stock or by a subdivision or split-up or combination of shares of Common
Stock, then, immediately following the record date fixed for the determination
of holders of shares of Common Stock, entitled to receive such subdivision or
split-up or combination, the Option Price shall be appropriately increased or
decreased and the number of shares of Common Stock

<PAGE>

issuable upon the exercise hereof shall be increased or decreased, pursuant to
the formula set forth in Section 4.c.

                  c. Upon each adjustment of the Option Price pursuant to the
provisions of this Section 4, the number of shares of Common Stock issuable upon
the exercise hereof shall be adjusted to the nearest full share of Common Stock
by multiplying a number equal to the Option Price in effect immediately prior to
such adjustment by the number of shares of Common Stock issuable immediately
prior to such adjustment and dividing the product so obtained by the adjusted
Option Price.

                  d. Should additional shares of Class A Common Stock, $.01 par
value, over and abovethe 4,000,000 shares presently authorized, be issued after
the effective date of this Option Agreement, then the number of shares issuable
upon exercise of this Option shall be increased by the same percentage that the
total number of issued Class A Common Stock has been increased.

                  e. The Corporation will use its best efforts to amend its
certificate of incorporation to authorize additional Class B Stock should the
number of shares of Class B Stock issuable upon exercise of the Option be
increased in accordance with the terms of this agreement.

            SECTION 5.    Termination of the Options.

                   a. Termination of Options in General. Subject to subsection
5(b), the Option granted hereby shall terminate and the Option shall no longer
be exercisable after June 2, 2007.

                   b. Option Rights Upon Death, Disability, Resignation. If a
Holder dies or becomes disabled while employed by the ACTV Group, or resigns
from employment with the ACTV Group prior to his complete exercise of the
Option, the Holder (or his heirs) may exercise his Option at any time within one
year after the date of such death, disability or resignation, to the extent that
the Holder was entitled to exercise the Option at the date such event, and the
Class B Stock underlying the Option shall convert into Class A Stock on the
second anniversary of the occurrence of such death, disability or resignation.


<PAGE>

            SECTION 6. Termination of Employment. In the event that a Holder is
terminated from employment with the ACTV Group for any reason during the Option
Period then (i) all Options granted to the Holder hereunder shall become vested
and immediately exercisable and the exchange price shall be reduced to $.10 per
common share of ACTV, Inc. adjusted for any stock splits and capital
reorganizations having a similar effect, subsequent to the effective date
hereof, (ii) all Options may be exercised at any time during the Option Period
and (iii) anything herein to the contrary notwithstanding, the Shares underlying
the Options, whether exercised prior or subsequent to the termination shall not
convert to Class A stock except as set forth in the applicable Shareholder
Agreement.

            SECTION 7. Transfer of Option; Successors And Assigns. This
Agreement (including the Option) and all rights hereunder shall not be
transferable at any time without the prior written consent of the Corporation.
This Agreement and all the rights hereunder shall be binding upon and inure to
the benefit of the parties hereto and their respective successors, approved
assigns and approved transferees.

            SECTION 8. Notices. All notices or other communications which are
required or permitted hereunder shall be in writing and sufficient if delivered
personally or sent by registered or certified mail, postage prepaid, return
receipt requested, addressed as follows:

            If to the Corporation:

            The New York Individualized Television Network, Inc.
            1270 Avenue of the Americas
            New York, NY  10020

            Attention: President

            With a copy to:

            Gersten, Savage, Kaplowitz, Fredericks & Curtin, LLP
            101 East 52 Street
            New York, NY  10022

<PAGE>

            Attention:  Wesley C. Fredericks

            If to the Holder, to:
            David Reese
            30 Maclay Road
            Montville, New Jersey 07045

or to such other address as the party to whom notice is to be given may have
furnished to the other party in writing in accordance herewith. If mailed as
aforesaid, any such communication shall be deemed to have given on the third
business day following the day on which the piece of mail containing such
communication is posted.

            SECTION 9. Governing Law. This Agreement shall be governed by, and
construed in accordance with the laws of the State of Delaware.

            SECTION 10. Entire Agreement. This Agreement contains the entire
agreement between the parties hereto with respect to the transactions
contemplated herein and supersedes all previously written or oral negotiations,
commitments, representations and agreement.

            SECTION 11. Amendments and Modifications. This Agreement, or any
provision hereof, may not be amended, changed or modified without the prior
written consent of each of the parties hereto.

<PAGE>

            IN WITNESS WHEREOF, the parties hereto have caused this Option
Agreement to be executed and delivered as of the date first above written.

                                    THE  NEW YORK  INDIVIDUALIZED
                                    TELEVISION  NETWORK,  INC.

                                    By:__________________________

AGREED TO AND ACCEPTED BY
HOLDER:


- -------------------------
Signature


- -------------------------
Printed Name



                                OPTION AGREEMENT

            OPTION AGREEMENT, dated as of June 3, 1997 and amended on January
14, 1998, between The San Francisco Individualized Television Network, Inc., a
Delaware corporation (the "Corporation") and David Reese (the "Holder").

            WHEREAS, the Corporation desires to grant to the Holder, the right
and option to purchase shares (the "Option Shares") of Class B Common Stock,
$.01 par value per share (the "Class B Stock"), of the Corporation, on the terms
and subject to the conditions hereinafter set forth.

            NOW, THEREFORE, in consideration of the receipt of $1.00 and other
good and valuable consideration, the receipt of which is hereby acknowledged,
the parties hereby agree as follows:

            SECTION 1.  Option to Purchase Common Stock.

                  a. The Corporation hereby grants to the Holder an option (the
"Option") to purchase from the Corporation 250,000 Option Shares, at a purchase
price of $.10 per Option Share (the "Option Price"). The Holder's right and
option to purchase the Option Shares shall vest, subject to subsection 1(d) and
Section 6, as follows: (i) 85,000 Option Shares vest July 1, 1997, (ii) 55,000
Option Shares vest on January 1, 1998, (iii) 55,000 Option Shares vest July 1,
1998; (iv) 55,000 Option Shares vest January 1, 1999 (each an "Installment") at
the Option Price, so long as the Holder is employed by the Corporation, ACTV,
Inc. or any affiliate or subsidiary of ACTV, Inc. (collectively, the "ACTV
Group"). Said right shall be cumulative. With respect to each Installment, the
"Option Period" shall commence on the date said Installment vests and terminate
on June 2, 2007.

                  b. Except as limited by Section 5,an Installment may be
exercised, in whole or part, by the Holder by delivery to the Corporation, at
any time during the Option Period, of a written notice (the "Option
Notice"),which Option Notice shall state the Holder's intention to exercise the
Option, the date on which the Holder proposes to purchase the Option Shares (the
"Closing Date") and the number of Option Shares to be purchased on the Closing
Date, which Closing Date shall be no later than 30 days nor earlier than 10 days
following the date of the Option Notice. Upon receipt by the Corporation of an
Option Notice from the Holder, the Holder

<PAGE>

shall be obligated to purchase that number of Option Shares to be purchased on
the Closing Date set forth in the Option Notice.

                  c. The purchase and sale of Option Shares acquired pursuant to
the terms of this Option Agreement shall be made on the Closing Date at the
offices of the Corporation. Delivery of the stock certificate or other
instrument registered in the name of the Holder, evidencing the Option Shares
being purchased on the Closing Date, shall be made by the Corporation to the
Holder on the Closing Date against the delivery to the Corporation of a
certified or bank check in the full amount of the aggregate purchase price
therefor.

                  d. After January 1, 1999, the option shares may be exchanged,
in whole or in part for an equal number of ACTV, Inc. common shares assuming the
Corporation has been capitalized with a minimum of $5 million dollars of equity
or debt financing and is a subsidiary of ACTV Entertainment. The total option
exchange price per share of ACTV, Inc. common shares shall be the ACTV, Inc.
closing price on the date to which the financing referred to in the preceding
sentence is consummated.

                  e. Should ACTV, Inc. ("ACTV") undergo a Change in Control, as
defined below, or should another corporation which can exercise control over the
Corporation sell or attempt to sell all or substantially all of the assets of
said Corporation, or should more than 50% of its voting power be acquired by a
party which is not affiliated with or controlled by ACTV, then all of the
Holder's rights to exercise the Option for all the Option Shares shall be
accelerated so that the Installments to purchase all Option shares shall be
fully vested at the time of said event and the exchange price shall reduce to
$.10 per common share of ACTV, Inc. A Change in Control shall be the occurrence
of any one of the following events:

                        (i) A person (other than a person who is an officer or a
Director of ACTV on the effective date hereof), including a "group" as defined
in Section 13(d)(3) of the Securities Exchange Act of 1934, becomes, or obtains
the right to become, the beneficial owner of ACTV's securities having 30% or
more of the combined voting power of then outstanding securities of ACTV that
may be cast for the election of directors of ACTV;

                        (ii) At any time, a majority of the Board-nominated
slate of candidates for the Board of ACTV is not elected;

<PAGE>

                        (iii) ACTV consummates a merger in which it is not the
surviving entity;

                        (iv) Substantially all ACTV's assets are sold; or

                        (v) ACTV's stockholders approve the dissolution or
liquidation of ACTV.

            SECTION 2.  Representations and Warranties of The Holder. The 
Holder hereby represents and warrants to the Corporation that in the event the
Holder acquires any Option Shares, such Option Shares will be acquired for his
own account, for investment and not with a view to the distribution thereof. The
Holder understands the Option Shares will not be registered under the Securities
Act of 1933, as amended (the "Securities Act"), and that they must be held
indefinitely unless a subsequent disposition thereof is registered under the
Securities Act or the transaction is exempt from registration. The certificate
or certificates representing any Option Shares shall bear the following
restrictive legend:

                  "THESE SECURITIES HAVE NOT BEEN REGISTERED UNDER THE
            SECURITIES ACT OF 1933, AS AMENDED (THE "SECURITIES ACT"), AND MAY
            NOT BE SOLD, TRANSFERRED, PLEDGED, HYPOTHECATED OR OTHERWISE
            DISPOSED OF IN THE ABSENCE OF (i) AN EFFECTIVE REGISTRATION
            STATEMENT UNDER THE SECURITIES ACT OF 1933; OR (ii) TO THE EXTENT
            APPLICABLE, RULE 144 UNDER SUCH ACT (OR SIMILAR RULE UNDER THE
            SECURITIES ACT RELATING TO THE DISPOSITION OF SECURITIES), OR (iii)
            AN OPINION OF COUNSEL, IF SUCH OPINION SHALL BE REASONABLY
            SATISFACTORY TO COUNSEL FOR THE ISSUER, THAN AN EXEMPTION FROM
            REGISTRATION UNDER THE SECURITIES ACT IS AVAILABLE. IN ADDITION,
            THIS CERTIFICATE OF STOCK AND SHARES REPRESENTED HEREBY AND HELD
            SUBJECT TO THE TERMS AND CONDITIONS CONTAINED IN AN AGREEMENT BY AND
            AMONG THE SHAREHOLDERS OF THE CORPORATION AND THE CORPORATION DATED
            AS OF JUNE 3, 1997, AND ALL AMENDMENTS THERETO, AND MAY NOT BE
            TRANSFERRED EXCEPT IN ACCORDANCE WITH THE TERMS AND 


<PAGE>

            PROVISIONS THEREOF. A COPY OF SUCH AGREEMENT WILL BE FURNISHED BY
            THE CORPORATION UPON REQUEST."

            SECTION 3.  Reorganization; Mergers; Sales; Etc. If, at any time
during the Option Period, there shall be any capital reorganization,
reclassification of the Common Stock (the term "Common Stock" shall mean the
Company's Class A Common Stock and/or the Class B Stock) (other than a change in
par value or from par value to no par value or from no par value to par value or
as a result of a stock dividend or subdivision, split-up or combination of
shares), the consolidation or merger of the Corporation with or into another
corporation or of the sale of all or substantially all the properties and assets
of the Corporation as an entirety to any other corporation or person, the
unexercised and fully vested portion of this Option shall, after such
reorganization, reclassification, consolidation, merger or sale, be exercisable
for the kind and number of shares of stock or other securities or property of
the Corporation or of the corporation resulting from such consolidation or
surviving such merger or to which such properties and assets shall have been
sold to which the Holder would have been entitled if the Holder had held shares
of Class B Stock issuable upon the exercise hereof immediately prior to such
reorganization, reclassification, consolidation, merger or sale. The provisions
of this Section 3 shall similarly apply to successive reorganizations,
reclassifications, consolidations, mergers and sales.

            SECTION 4.  Adjustment of Option Shares and Option Price.

                  a. The number of Option Shares subject to this Option during
the Option Period shall be cumulative as to all prior dates of calculation and
shall be adjusted for any stock dividend, subdivision, split-up or combination
of Common Stock.

                  b. The Option Price shall be subject to adjustment from time
to time as follows:

            If, at any time during the Option Period, the number of shares of
Common Stock outstanding is altered by a stock dividend payable in shares of
Common Stock or by a subdivision or split-up or combination of shares of Common
Stock, then, immediately following the record date fixed for the determination
of holders of shares of Common Stock, entitled to receive such subdivision or
split-up or combination, the Option Price shall be appropriately increased or
decreased and the number of shares of Common Stock 

<PAGE>

issuable upon the exercise hereof shall be increased or decreased, pursuant to
the formula set forth in Section 4.c.

                  c. Upon each adjustment of the Option Price pursuant to the
provisions of this Section 4, the number of shares of Common Stock issuable upon
the exercise hereof shall be adjusted to the nearest full share of Common Stock
by multiplying a number equal to the Option Price in effect immediately prior to
such adjustment by the number of shares of Common Stock issuable immediately
prior to such adjustment and dividing the product so obtained by the adjusted
Option Price.

                  d. Should additional shares of Class A Common Stock, $.01 par
value, over and abovethe 4,000,000 shares presently authorized, be issued after
the effective date of this Option Agreement, then the number of shares issuable
upon exercise of this Option shall be increased by the same percentage that the
total number of issued Class A Common Stock has been increased.

                  e. The Corporation will use its best efforts to amend its
certificate of incorporation to authorize additional Class B Stock should the
number of shares of Class B Stock issuable upon exercise of the Option be
increased in accordance with the terms of this agreement.

            SECTION 5.  Termination of the Options.

                   a. Termination of Options in General. Subject to subsection
5(b), the Option granted hereby shall terminate and the Option shall no longer
be exercisable after June 2, 2007.

                   b. Option Rights Upon Death, Disability, Resignation. If a
Holder dies or becomes disabled while employed by the ACTV Group, or resigns
from employment with the ACTV Group prior to his complete exercise of the
Option, the Holder (or his heirs) may exercise his Option at any time within one
year after the date of such death, disability or resignation, to the extent that
the Holder was entitled to exercise the Option at the date such event, and the
Class B Stock underlying the Option shall convert into Class A Stock on the
second anniversary of the occurrence of such death, disability or resignation.

<PAGE>

            SECTION 6.  Termination of Employment. In the event that a Holder 
is terminated from employment with the ACTV Group for any reason during the
Option Period then (i) all Options granted to the Holder hereunder shall become
vested and immediately exercisable and the exchange price shall be reduced to
$.10 per common share of ACTV, Inc. adjusted for any stock splits and capital
reorganizations having a similar effect, subsequent to the effective date
hereof, (ii) all Options may be exercised at any time during the Option Period
and (iii) anything herein to the contrary notwithstanding, the Shares underlying
the Options, whether exercised prior or subsequent to the termination shall not
convert to Class A stock except as set forth in the applicable Shareholder
Agreement.

            SECTION 7.  Transfer of Option; Successors And Assigns. This
Agreement (including the Option) and all rights hereunder shall not be
transferable at any time without the prior written consent of the Corporation.
This Agreement and all the rights hereunder shall be binding upon and inure to
the benefit of the parties hereto and their respective successors, approved
assigns and approved transferees.

            SECTION 8.  Notices. All notices or other communications which are 
required or permitted hereunder shall be in writing and sufficient if delivered
personally or sent by registered or certified mail, postage prepaid, return
receipt requested, addressed as follows:

            If to the Corporation:

            The San Francisco Individualized Television Network, Inc.
            1270 Avenue of the Americas
            New York, NY  10020

            Attention: President

            With a copy to:

            Gersten, Savage, Kaplowitz, Fredericks & Curtin, LLP
            101 East 52 Street
            New York, NY  10022

            Attention:  Wesley C. Fredericks


<PAGE>

            If to the Holder, to:

            David Reese
            30 Maclay Road
            Montville, New Jersey 07045

or to such other address as the party to whom notice is to be given may have
furnished to the other party in writing in accordance herewith. If mailed as
aforesaid, any such communication shall be deemed to have given on the third
business day following the day on which the piece of mail containing such
communication is posted.

            SECTION 9.  Governing Law. This Agreement shall be governed by, and
construed in accordance with the laws of the State of Delaware.

            SECTION 10. Entire Agreement. This Agreement contains the entire
agreement between the parties hereto with respect to the transactions
contemplated herein and supersedes all previously written or oral negotiations,
commitments, representations and agreement.

            SECTION 11. Amendments and Modifications. This Agreement, or any  
provision hereof, may not be amended, changed or modified without the prior
written consent of each of the parties hereto.

<PAGE>

            IN WITNESS WHEREOF, the parties hereto have caused this Option
Agreement to be executed and delivered as of the date first above written.

                                    THE SAN FRANCISCO INDIVIDUALIZED
                                    TELEVISION NETWORK, INC.

                                    By:_______________________________

AGREED TO AND ACCEPTED BY
HOLDER:


_______________________________
Signature


_______________________________
Printed Name




                                OPTION AGREEMENT

            OPTION AGREEMENT, dated as of March 14, 1997 and amended on January
14, 1998, between The Los Angeles Individualized Television Network, Inc., a
Delaware corporation (the "Corporation") and David Reese (the "Holder").

            WHEREAS, the Corporation desires to grant to the Holder, the right
and option to purchase shares (the "Option Shares") of Class B Common Stock,
$.01 par value per share (the "Class B Stock"), of the Corporation, on the terms
and subject to the conditions hereinafter set forth.

            NOW, THEREFORE, in consideration of the receipt of $1.00 and other
good and valuable consideration, the receipt of which is hereby acknowledged,
the parties hereby agree as follows:

            SECTION 1. Option to Purchase Common Stock.

                  a. The Corporation hereby grants to the Holder an option (the
"Option") to purchase from the Corporation 250,000 Option Shares, at a purchase
price of $1.55 per Option Share (the "Option Price"). The Holder's right and
option to purchase the Option Shares shall vest, subject to subsection 1(d) and
Section 6, as follows: (i) 85,000 Option Shares vest July 1, 1997, (ii) 55,000
Option Shares vest on January 1, 1998, (iii) 55,000 Option Shares vest July 1,
1998; (iv) 50,000 Option Shares vest January 1, 1999 (each an "Installment") at
the Option Price, so long as the Holder is employed by the Corporation, ACTV,
Inc. or any affiliate or subsidiary of ACTV, Inc. (collectively, the "ACTV
Group"). Said right shall be cumulative. With respect to each Installment, the
"Option Period" shall commence on the date said Installment vests and terminate
on March 14, 2007.

                  b. Except as limited by Section 5,an Installment may be
exercised, in whole or part, by the Holder by delivery to the Corporation, at
any time during the Option Period, of a written notice (the "Option
Notice"),which Option Notice shall state the Holder's intention to exercise the
Option, the date on which the Holder proposes to purchase the Option Shares (the
"Closing Date") and the number of Option Shares to be purchased on the Closing
Date, which Closing Date shall be no later than 30 days nor earlier than 10 days
following the date of the Option Notice. Upon receipt by the Corporation of an
Option Notice from


<PAGE>


the Holder, the Holder shall be obligated to purchase that number of Option
Shares to be purchased on the Closing Date set forth in the Option Notice.

                  c. The purchase and sale of Option Shares acquired pursuant to
the terms of this Option Agreement shall be made on the Closing Date at the
offices of the Corporation. Delivery of the stock certificate or other
instrument registered in the name of the Holder, evidencing the Option Shares
being purchased on the Closing Date, shall be made by the Corporation to the
Holder on the Closing Date against the delivery to the Corporation of a
certified or bank check in the full amount of the aggregate purchase price
therefor.

                  d. After January 1, 1999, the option shares may be exchanged,
in whole or in part for an equal number of ACTV, Inc. common shares assuming the
Corporation has been capitalized with a minimum of $5 million dollars of equity
or debt financing and is a subsidiary of ACTV Entertainment.

                  e. Should ACTV, Inc. ("ACTV") undergo a Change in Control, as
defined below, or should another corporation which can exercise control over the
Corporation sell or attempt to sell all or substantially all of the assets of
said Corporation, or should more than 50% of its voting power be acquired by a
party which is not affiliated with or controlled by ACTV, then all of the
Holder's rights to exercise the Option for all the Option Shares shall be
accelerated so that the Installments to purchase all Option Shares shall be
fully vested at the time of said event and the exercisable price shall reduce to
$.10 per share. A Change in Control shall be the occurrence of any one of the
following events:

                        (i) A person (other than a person who is an officer or a
Director of ACTV on the effective date hereof), including a "group" as defined
in Section 13(d)(3) of the Securities Exchange Act of 1934, becomes, or obtains
the right to become, the beneficial owner of ACTV's securities having 30% or
more of the combined voting power of then outstanding securities of ACTV that
may be cast for the election of directors of ACTV;


<PAGE>


                        (ii) At any time, a majority of the Board-nominated
slate of candidates for the Board of ACTV is not elected;

                        (iii) ACTV consummates a merger in which it is not the
surviving entity;

                        (iv) Substantially all ACTV's assets are sold; or

                        (v) ACTV's stockholders approve the dissolution or
liquidation of ACTV.

            SECTION 2. Representations and Warranties of The Holder. The Holder
hereby represents and warrants to the Corporation that in the event the Holder
acquires any Option Shares, such Option Shares will be acquired for his own
account, for investment and not with a view to the distribution thereof. The
Holder understands the Option Shares will not be registered under the Securities
Act of 1933, as amended (the "Securities Act"), and that they must be held
indefinitely unless a subsequent disposition thereof is registered under the
Securities Act or the transaction is exempt from registration. The certificate
or certificates representing any Option Shares shall bear the following
restrictive legend:

                  "THESE SECURITIES HAVE NOT BEEN REGISTERED UNDER THE
            SECURITIES ACT OF 1933, AS AMENDED (THE "SECURITIES ACT"), AND MAY
            NOT BE SOLD, TRANSFERRED, PLEDGED, HYPOTHECATED OR OTHERWISE
            DISPOSED OF IN THE ABSENCE OF (i) AN EFFECTIVE REGISTRATION
            STATEMENT UNDER THE SECURITIES ACT OF 1933; OR (ii) TO THE EXTENT
            APPLICABLE, RULE 144 UNDER SUCH ACT (OR SIMILAR RULE UNDER THE
            SECURITIES ACT RELATING TO THE DISPOSITION OF SECURITIES), OR (iii)
            AN OPINION OF COUNSEL, IF SUCH OPINION SHALL BE REASONABLY
            SATISFACTORY TO COUNSEL FOR THE ISSUER, THAN AN EXEMPTION FROM
            REGISTRATION UNDER THE SECURITIES ACT IS AVAILABLE. IN ADDITION,
            THIS CERTIFICATE OF STOCK AND SHARES REPRESENTED HEREBY AND HELD
            SUBJECT TO THE TERMS AND CONDITIONS CONTAINED IN AN AGREEMENT BY AND
            AMONG THE SHAREHOLDERS OF THE 


<PAGE>


            CORPORATION AND THE CORPORATION DATED AS OF MARCH 6, 1997, AND ALL
            AMENDMENTS THERETO, AND MAY NOT BE TRANSFERRED EXCEPT IN ACCORDANCE
            WITH THE TERMS AND PROVISIONS THEREOF. A COPY OF SUCH AGREEMENT WILL
            BE FURNISHED BY THE CORPORATION UPON REQUEST."

            SECTION 3. Reorganization; Mergers; Sales; Etc. If, at any time
during the Option Period, there shall be any capital reorganization,
reclassification of the Common Stock (the term "Common Stock" shall mean the
Company's Class A Common Stock and/or the Class B Stock) (other than a change in
par value or from par value to no par value or from no par value to par value or
as a result of a stock dividend or subdivision, split-up or combination of
shares), the consolidation or merger of the Corporation with or into another
corporation or of the sale of all or substantially all the properties and assets
of the Corporation as an entirety to any other corporation or person, the
unexercised and fully vested portion of this Option shall, after such
reorganization, reclassification, consolidation, merger or sale, be exercisable
for the kind and number of shares of stock or other securities or property of
the Corporation or of the corporation resulting from such consolidation or
surviving such merger or to which such properties and assets shall have been
sold to which the Holder would have been entitled if the Holder had held shares
of Class B Stock issuable upon the exercise hereof immediately prior to such
reorganization, reclassification, consolidation, merger or sale. The provisions
of this Section 3 shall similarly apply to successive reorganizations,
reclassifications, consolidations, mergers and sales.

            SECTION 4.  Adjustment of Option Shares and Option Price.

                  a. The number of Option Shares subject to this Option during
the Option Period shall be cumulative as to all prior dates of calculation and
shall be adjusted for any stock dividend, subdivision, split-up or combination
of Common Stock.

                  b. The Option Price shall be subject to adjustment from time
to time as follows:

<PAGE>

            If, at any time during the Option Period, the number of shares of
Common Stock outstanding is altered by a stock dividend payable in shares of
Common Stock or by a subdivision or split-up or combination of shares of Common
Stock, then, immediately following the record date fixed for the determination
of holders of shares of Common Stock, entitled to receive such subdivision or
split-up or combination, the Option Price shall be appropriately increased or
decreased and the number of shares of Common Stock issuable upon the exercise
hereof shall be increased or decreased, pursuant to the formula set forth in
Section 4.c.

                  c. Upon each adjustment of the Option Price pursuant to the
provisions of this Section 4, the number of shares of Common Stock issuable upon
the exercise hereof shall be adjusted to the nearest full share of Common Stock
by multiplying a number equal to the Option Price in effect immediately prior to
such adjustment by the number of shares of Common Stock issuable immediately
prior to such adjustment and dividing the product so obtained by the adjusted
Option Price.

                  d. Should additional shares of Class A Common Stock, $.01 par
value, over and abovethe 4,000,000 shares presently authorized, be issued after
the effective date of this Option Agreement, then the number of shares issuable
upon exercise of this Option shall be increased by the same percentage that the
total number of issued Class A Common Stock has been increased.

                  e. The Corporation will use its best efforts to amend its
certificate of incorporation to authorize additional Class B Stock should the
number of shares of Class B Stock issuable upon exercise of the Option be
increased in accordance with the terms of this agreement.

            SECTION     5. Termination of the Options.

                   a. Termination of Options in General. Subject to subsection
5(b), the Option granted hereby shall terminate and the Option shall no longer
be exercisable after March 14, 2007.


<PAGE>


                   b. Option Rights Upon Death, Disability, Resignation. If a
Holder dies or becomes disabled while employed by the ACTV Group, by the
Corporation, ACTV, Inc. or any affiliate or subsidiary of ACTV, Inc.
(collectively, the "ACTV Group"), or resigns from employment with the ACTV Group
prior to his complete exercise of the Option, the Holder (or his heirs) may
exercise his Option at any time during the option period, to the extent that the
Holder was entitled to exercise the Option at the date such event, and the Class
B Stock underlying the Option shall convert into Class A Stock on the second
anniversary of the occurrence of such death, disability or resignation.

            SECTION 6. Termination of Employment. In the event that a Holder is
terminated from employment with the ACTV Group for any reason during the Option
Period then (i) all Options granted to the Holder hereunder shall become vested
and immediately exercisable at an exercise price of $.10 per share adjusted for
any stock splits and capital reorganizations having a similar effect, subsequent
to the effective date hereof, (ii) all Options may be exercised at any time
during the Option Period and (iii) anything herein to the contrary
notwithstanding, the Shares underlying the Options, whether exercised prior or
subsequent to the termination shall not convert to Class A stock except as set
forth in the applicable Shareholder Agreement.

            SECTION 7. Transfer of Option; Successors And Assigns. This
Agreement (including the Option) and all rights hereunder shall not be
transferable at any time without the prior written consent of the Corporation.
This Agreement and all the rights hereunder shall be binding upon and inure to
the benefit of the parties hereto and their respective successors, approved
assigns and approved transferees.

            SECTION 8. Notices. All notices or other communications which are
required or permitted hereunder shall be in writing and sufficient if delivered
personally or sent by registered or certified mail, postage prepaid, return
receipt requested, addressed as follows:


<PAGE>


            If to the Corporation:

            The Los Angeles Individualized Television Network, Inc.
            1270 Avenue of the Americas
            New York, NY  10020

            Attention: Christopher C. Cline

            With a copy to:

            Gersten, Savage, Kaplowitz, Fredericks & Curtin, LLP
            101 East 52 Street
            New York, NY  10022

            Attention:  Wesley C. Fredericks

            If to the Holder, to:

            David Reese
            30 Maclay Road
            Montville, New Jersey 07045

or to such other address as the party to whom notice is to be given may have
furnished to the other party in writing in accordance herewith. If mailed as
aforesaid, any such communication shall be deemed to have given on the third
business day following the day on which the piece of mail containing such
communication is posted.

            SECTION 9. Governing Law. This Agreement shall be governed by, and
construed in accordance with the laws of the State of Delaware.

            SECTION 10. Entire Agreement. This Agreement contains the entire
agreement between the parties hereto with respect to the transactions
contemplated herein and supersedes all previously written or oral negotiations,
commitments, representations and agreement.


<PAGE>


            SECTION 11. Amendments and Modifications. This Agreement, or any
provision hereof, may not be amended, changed or modified without the prior
written consent of each of the parties hereto.

            IN WITNESS WHEREOF, the parties hereto have caused this Option
Agreement to be executed and delivered as of the date first above written.


                                    THE LOS ANGELES INDIVIDUALIZED
                                    TELEVISION NETWORK, INC.

                                    By: __________________________

AGREED TO AND ACCEPTED BY
HOLDER:


- ---------------------------
Signature


- ---------------------------
Print Name




                                OPTION AGREEMENT

            OPTION AGREEMENT, dated as of March 14, 1997, amended January 14,
1998 between, The Texas Individualized Television Network, Inc., a Delaware
corporation (the "Corporation") and David Reese (the "Holder").

            WHEREAS, the Corporation desires to grant to the Holder, the right
and option to purchase shares (the "Option Shares") of Class B Common Stock,
$.01 par value per share (the "Class B Stock"), of the Corporation, on the terms
and subject to the conditions hereinafter set forth.

            NOW, THEREFORE, in consideration of the receipt of $1.00 and other
good and valuable consideration, the receipt of which is hereby acknowledged,
the parties hereby agree as follows:

            SECTION 1.  Option to Purchase Common Stock.

                  a. The Corporation hereby grants to the Holder an option (the
"Option") to purchase from the Corporation 250,000 Option Shares, at a purchase
price of $1.50 per Option Share (the "Option Price"). The Holder's right and
option to purchase the Option Shares shall vest, subject to subsection 1(d) and
Section 6, as follows: (i) 85,000 Option Shares vest July 1, 1997, (ii) 55,000
Option Shares vest on January 1, 1998, (iii) 55,000 Option Shares vest July 1,
1998; (iv) 55,000 Option Shares vest January 1, 1999 (each an "Installment") at
the Option Price, so long as the Holder is employed by the Corporation, ACTV,
Inc. or any affiliate or subsidiary of ACTV, Inc. (collectively, the "ACTV
Group"). Said right shall be cumulative. With respect to each Installment, the
"Option Period" shall commence on the date said Installment vests and terminate
on March 14, 2007.

                  b. Except as limited by Section 5,an Installment may be
exercised, in whole or part, by the Holder by delivery to the Corporation, at
any time during the Option Period, of a written notice (the "Option
Notice"),which Option Notice shall state the Holder's intention to exercise the
Option, the date on which the Holder proposes to purchase the Option Shares (the
"Closing Date") and the number of Option Shares to be purchased on the Closing
Date, which Closing Date shall be no later than 30 days nor earlier than 10 days
following the date of the Option Notice. Upon receipt by the Corporation of an
Option Notice from the Holder, the Holder shall be obligated to purchase that
number of Option Shares to be purchased on the Closing Date set forth in the
Option Notice.

                  c. The purchase and sale of Option Shares acquired pursuant to
the terms of this Option Agreement shall be made on the Closing Date at the
offices of the Corporation. Delivery of the stock certificate or other
instrument registered in the name of the Holder, evidencing the Option Shares
being purchased on the Closing Date, shall be made by the Corporation to the
Holder on the Closing Date against the delivery to the 

<PAGE>

Corporation of a certified or bank check in the full amount of the aggregate
purchase price therefor.

                  d. After January 1, 1999, the Option may be exchanged, in
whole or in part, for an equal number of ACTV, Inc. options at an option price
of $1.50 per share over the same Option Period.

                  e. Should ACTV, Inc. ("ACTV") undergo a Change in Control, as
defined below, or should another corporation which can exercise control over the
Corporation sell or attempt to sell all or substantially all of the assets of
said Corporation, or should more than 50% of its voting power be acquired by a
party which is not affiliated with or controlled by ACTV, then all of the
Holder's rights to exercise the Option for all the Option Shares shall be
accelerated so that the Installments to purchase all Option Shares shall be
fully vested at the time of said event and the exercisable price shall reduce to
$.10 per share. A Change in Control shall be the occurrence of any one of the
following events:

                        (i) A person (other than a person who is an officer or a
Director of ACTV on the effective date hereof), including a "group" as defined
in Section 13(d)(3) of the Securities Exchange Act of 1934, becomes, or obtains
the right to become, the beneficial owner of ACTV's securities having 30% or
more of the combined voting power of then outstanding securities of ACTV that
may be cast for the election of directors of ACTV;

                        (ii) At any time, a majority of the Board-nominated
slate of candidates for the Board of ACTV is not elected;

                        (iii) ACTV consummates a merger in which it is not the
surviving entity;

                        (iv) Substantially all ACTV's assets are sold; or

                        (v) ACTV's stockholders approve the dissolution or
liquidation of ACTV.

            SECTION 2.  Representations and Warranties of The Holder. The 
Holder hereby represents and warrants to the Corporation that in the event the
Holder acquires any Option Shares, such Option Shares will be acquired for his
own account, for investment and not with a view to the distribution thereof. The
Holder understands the Option Shares will not be registered under the Securities
Act of 1933, as amended (the "Securities Act"), and that they must be held
indefinitely unless a subsequent disposition thereof is registered under the
Securities Act or the transaction is exempt from registration. The certificate
or certificates representing any Option Shares shall bear the 

<PAGE>

following restrictive legend:

                  "THESE SECURITIES HAVE NOT BEEN REGISTERED UNDER THE
            SECURITIES ACT OF 1933, AS AMENDED (THE "SECURITIES ACT"), AND MAY
            NOT BE SOLD, TRANSFERRED, PLEDGED, HYPOTHECATED OR OTHERWISE
            DISPOSED OF IN THE ABSENCE OF (i) AN EFFECTIVE REGISTRATION
            STATEMENT UNDER THE SECURITIES ACT OF 1933; OR (ii) TO THE EXTENT
            APPLICABLE, RULE 144 UNDER SUCH ACT (OR SIMILAR RULE UNDER THE
            SECURITIES ACT RELATING TO THE DISPOSITION OF SECURITIES), OR (iii)
            AN OPINION OF COUNSEL, IF SUCH OPINION SHALL BE REASONABLY
            SATISFACTORY TO COUNSEL FOR THE ISSUER, THAN AN EXEMPTION FROM
            REGISTRATION UNDER THE SECURITIES ACT IS AVAILABLE. IN ADDITION,
            THIS CERTIFICATE OF STOCK AND SHARES REPRESENTED HEREBY AND HELD
            SUBJECT TO THE TERMS AND CONDITIONS CONTAINED IN AN AGREEMENT BY AND
            AMONG THE SHAREHOLDERS OF THE CORPORATION AND THE CORPORATION DATED
            AS OF MARCH 6, 1997, AND ALL AMENDMENTS THERETO, AND MAY NOT BE
            TRANSFERRED EXCEPT IN ACCORDANCE WITH THE TERMS AND PROVISIONS
            THEREOF. A COPY OF SUCH AGREEMENT WILL BE FURNISHED BY THE
            CORPORATION UPON REQUEST."

            SECTION 3.  Reorganization; Mergers; Sales; Etc. If, at any time
during the Option Period, there shall be any capital reorganization,
reclassification of the Common Stock (the term "Common Stock" shall mean the
Company's Class A Common Stock and/or the Class B Stock) (other than a change in
par value or from par value to no par value or from no par value to par value or
as a result of a stock dividend or subdivision, split-up or combination of
shares), the consolidation or merger of the Corporation with or into another
corporation or of the sale of all or substantially all the properties and assets
of the Corporation as an entirety to any other corporation or person, the
unexercised and fully vested portion of this Option shall, after such
reorganization, reclassification, consolidation, merger or sale, be exercisable
for the kind and number of shares of stock or other securities or property of
the Corporation or of the corporation resulting from such consolidation or
surviving such merger or to which such properties and assets shall have been
sold to which the Holder would have been entitled if the Holder had held shares
of Class B Stock issuable upon the exercise hereof immediately prior to such
reorganization, reclassification, consolidation, merger or sale. The provisions
of this Section 3 shall similarly apply to successive reorganizations,
reclassifications, consolidations, mergers and sales.

            SECTION 4.  Adjustment of Option Shares and Option Price.

                  a. The number of Option Shares subject to this Option during
the Option Period shall be cumulative as to all prior dates of calculation and
shall be adjusted for any stock 

<PAGE>

dividend, subdivision, split-up or combination of Common Stock.

                  b. The Option Price shall be subject to adjustment from time
to time as follows:

            If, at any time during the Option Period, the number of shares of
Common Stock outstanding is altered by a stock dividend payable in shares of
Common Stock or by a subdivision or split-up or combination of shares of Common
Stock, then, immediately following the record date fixed for the determination
of holders of shares of Common Stock, entitled to receive such subdivision or
split-up or combination, the Option Price shall be appropriately increased or
decreased and the number of shares of Common Stock issuable upon the exercise
hereof shall be increased or decreased, pursuant to the formula set forth in
Section 4.c.

                  c. Upon each adjustment of the Option Price pursuant to the
provisions of this Section 4, the number of shares of Common Stock issuable upon
the exercise hereof shall be adjusted to the nearest full share of Common Stock
by multiplying a number equal to the Option Price in effect immediately prior to
such adjustment by the number of shares of Common Stock issuable immediately
prior to such adjustment and dividing the product so obtained by the adjusted
Option Price.

                  d. Should additional shares of Class A Common Stock, $.01 par
value, over and above the 4,000,000 shares presently authorized, be issued after
the effective date of this Option Agreement, then the number of shares issuable
upon exercise of this Option shall be increased by the same percentage that the
total number of issued Class A Common Stock has been increased.

                  e. The Corporation will use its best efforts to amend its
certificate of incorporation to authorize additional Class B Stock should the
number of shares of Class B Stock issuable upon exercise of the Option be
increased in accordance with the terms of this agreement.

            SECTION 5.  Termination of the Options.

                   a. Termination of Options in General. Subject to subsection
5(b), the Option granted hereby shall terminate and the Option shall no longer
be exercisable after March 14, 2007.

                   b. Option Rights Upon Death, Disability, Resignation. If a
Holder dies or becomes disabled while employed by the ACTV Group, or resigns
from employment with the ACTV Group prior to his complete exercise of the
Option, the Holder (or his heirs) may exercise his Option at any time during the
option period, to the extent that the Holder was entitled to exercise the Option
at the date such event, and the Class B Stock underlying the Option shall
convert into Class A Stock on the second anniversary of the occurrence of such
death, disability or resignation.

<PAGE>

            SECTION 6.  Termination of Employment. In the event that a Holder 
is terminated from employment with the ACTV Group for any reason during the
Option Period then (i) all Options granted to the Holder hereunder shall become
vested and immediately exercisable at an exercise price of $.10 per share
adjusted for any stock splits and capital reorganizations having a similar
effect, subsequent to the effective date hereof, (ii) all Options may be
exercised at any time during the Option Period and (iii) anything herein to the
contrary notwithstanding, the Shares underlying the Options, whether exercised
prior or subsequent to the termination shall not convert to Class A stock except
as set forth in the applicable Shareholder Agreement.

            SECTION 7.  Transfer of Option; Successors And Assigns. This
Agreement (including the Option) and all rights hereunder shall not be
transferable at any time without the prior written consent of the Corporation.
This Agreement and all the rights hereunder shall be binding upon and inure to
the benefit of the parties hereto and their respective successors, approved
assigns and approved transferees.

            SECTION 8.  Notices. All notices or other communications which are 
required or permitted hereunder shall be in writing and sufficient if delivered
personally or sent by registered or certified mail, postage prepaid, return
receipt requested, addressed as follows:

            If to the Corporation:

            The Texas Individualized Television Network, Inc.
            1270 Avenue of the Americas
            New York, NY  10020

            Attention: Christopher C. Cline

            If to the Holder, to:

            David Reese
            30 Maclay Road
            Montville, New Jersey  07045

or to such other address as the party to whom notice is to be given may have
furnished to the other party in writing in accordance herewith. If mailed as
aforesaid, any such communication shall be deemed to have given on the third
business day following the day on which the piece of mail containing such
communication is posted.


<PAGE>

            SECTION 9.  Governing Law. This Agreement shall be governed by, and
construed in accordance with the laws of the State of Delaware.

            SECTION 10. Entire Agreement. This Agreement contains the entire
agreement between the parties hereto with respect to the transactions
contemplated herein and supersedes all previously written or oral negotiations,
commitments, representations and agreement, including the original March 14,
1997 option agreement.

            SECTION 11. Amendments and Modifications. This Agreement, or any 
provision hereof, may not be amended, changed or modified without the prior
written consent of each of the parties hereto.

            IN WITNESS WHEREOF, the parties hereto have caused this Option
Agreement to be executed and delivered as of the date first above written.

                                    THE TEXAS INDIVIDUALIZED
                                    TELEVISION NETWORK, INC.

                                    By:_________________________________

AGREED TO AND ACCEPTED BY
HOLDER:


_________________________________
Signature


_________________________________
Print Name




                            SHAREHOLDERS AGREEMENT

            AGREEMENT made as of the 14th day of March, 1997,amended January 14,
1998 by and among ACTV Entertainment, Inc, a corporation whose principal address
is 1270 Avenue of the Americas, New York, New York 10020 (the "Corporation"),
ACTV Holdings, Inc., a corporation whose principal address is 1270 Avenue of the
Americas, New York, New York 10020 ("Holdings"), William Samuels, an individual
residing 171 West 57th Street, New York, New York 10019 ("Samuels"), Bruce
Crowley, an individual residing at 257 West 17th Street, New York, New York
10011 ("Crowley"), Christopher Cline, an individual residing at 176 West 87th
Street, New York, New York 10024 ("Cline"), David Reese, an individual residing
at 30 Maclay Road, Montville, New Jersey 07045 ("Reese"),and Brent Imai, an
individual residing at 100 South Doheny Drive, Los Angeles, California 90048
("Imai"). Holdings, Samuels, Crowley, Cline, Reese and Imai are sometimes
hereinafter collectively referred to as the "Shareholders," and Samuels,
Crowley, Cline, Reese and Imai are sometimes hereinafter collectively referred
to as the "Employees."

                                R E C I T A L S

            WHEREAS, the authorized capital stock of the Corporation consists of
4,000,000 shares of Class A Common Stock, $.01 par value (the "Class A Stock")
and 1,000,000 shares of Class B Stock (non-voting), $.01 par value (the "Class B
Stock" and with the Class A Stock sometimes referred to herein as the "Common
Stock"); and

            WHEREAS, Holdings currently owns all 4,000,000 shares of the Class A
Stock, and Samuels, Crowley, Cline, Reese and Imai pursuant to separate option
agreements dated March 14, 1997 each have the right to purchase 350,000,
100,000, 20,000, 350,000 and 60,000 of Class B Stock, respectively.

            WHEREAS, the Shareholders desire to promote their joint interests
and the interests of the Corporation by imposing certain restrictions and
obligations on themselves and on the Corporation and on the Common Stock held,
or hereafter acquired by each of them;

            WHEREAS, the Shareholders believe it to be in their best interests
and in the best interests of the Corporation that the Common Stock owned by the
Shareholders be transferable only upon compliance with the provisions of this
Agreement;

NOW, THEREFORE, in consideration of the mutual obligations between and among the
Shareholders and the Corporation contained herein and

<PAGE>


other good and valuable consideration, the Shareholders and the Corporation
hereby agree as follows:

1.    Definitions.

a. The word "Affiliate" shall mean any person controlling, or controlled by,
another person and for purposes hereof shall include all relatives by blood,
marriage or adoption.

b. The word "Agreement" shall mean this Shareholders Agreement, as it may be
amended from time to time pursuant to the terms hereof.

c. The term "Bona Fide Offer" shall mean any offer made by a Person not a party
to this Agreement to any Employee to purchase Class B Stock; provided, however,
that (i) said offer must be accompanied by a bank cashier's or certified check
in an amount equal to not less than ten percent (10%) of the purchase price
specified in such offer, such amount to serve as liquidated damages forfeitable
to the Corporation in connection therewith, and (ii) the identity of the
purchaser and all material terms of the offer must be disclosed. In the event a
Bona Fide Offer shall provide for the exchange of assets other than cash or cash
equivalents, either the Bona Fide Offer shall include the fair market value of
said assets if such fair market value is publicly available and readily
ascertainable or the Transferor shall submit with the Bona Fide Offer an
appraisal prepared by a qualified independent third party evidencing the fair
market value of the assets to be exchanged as of the date of the Bona Fide
Offer.

d. The term "Eligible Shareholder" shall be those persons permitted to hold the
Class B Stock by the Corporation=s Articles of Incorporation. Eligible
Shareholders are executive officers, directors and employees of the Corporation
or affiliated corporations, which shall include parents, subsidiaries or
corporations under common control.

e. The word "Person" shall mean (and include) an individual, trust, fiduciary,
partnership, corporation, association or any other legal entity.

f. The term "Offered Shares" shall mean the shares of Common Stock of the
Corporation included in an Bona Fide Offer.

g. The word "Employee" shall include any original Employee and any Transferee of
Class B Stock, as permitted by Section 2(e)(2).

h. The word "transfer" shall include the sale, assignment, gift, pledge,
encumbrance or other disposition of any Shares, whether absolute or conditional,
temporary or permanent, outright or in trust, voluntary or involuntary.
<PAGE>

i. The word "Transferee" shall refer to any holder of Shares transferred to him
by a Shareholder.

j. The words "Transferor" or "Selling Shareholder" shall refer to any
Shareholder desiring to make a transfer of his Shares.

k. The word "Shares" shall mean shares of the Common Stock owned at any time by
a Shareholder.

2. Restrictions on Transferability of Shares Held by the Shareholders

a. General Restrictions. Each of the Employees hereby agrees not to transfer his
Class B Stock, now owned or hereafter acquired, except in accordance with
Section 2 or Section 3 of this Agreement. Under the terms of the Corporation=s
articles of incorporation, each share of Class B Stock transferred in any other
manner shall convert immediately into one share of Class A Stock.

b. Transfer. Any sale of shares made under this agreement must be made pursuant
to a Bona Fide Offer, regardless of which party initiated the transaction.

c. Right of First Refusal. If any of the Employees desires to transfer his or
her Class B Stock (a"Selling Shareholder"), during his lifetime, he must first
give to the Corporation and to the other Employees the opportunity to purchase
such Class B Stock in accordance with the following procedures:

      (1) The Selling Shareholder must give to the Corporation and the other
Employees thirty (30) days written notice of his intent to sell (the "Notice"),
along with a copy of the Bona Fide Offer, at the addresses as set forth on the
books of the Corporation. The other Employees will thereupon have the option
within such thirty (30) day period to purchase all or any portion of the Offered
Shares. Should more than one Employee desire to purchase the Offered Shares, the
Employees will divide the shares pro rata, based on the amount of Class B Common
Stock that they own at the time of receipt of the Notice.

      (2) If the Employees decline to exercise the option or otherwise fail to
exercise such option within such thirty (30) day period, the Offered Shares not
purchased by the other Employees will thereupon be deemed to be offered for sale
to the Corporation for a period of ten days. The Corporation will have an
option, during the ten day period to purchase all or any portion of the Offered
Shares.

<PAGE>

      (3) The Selling Shareholder shall not be obligated to sell any of the
Offered Shares to the Corporation and/or to the non-selling Employees unless all
of the Offered Shares are purchased.

d. Determination of Purchase Price Per Share. The Corporation and each
Shareholder agree that the purchase price per Share of Class B Stock transferred
pursuant to Subsection (c) of this Section 2 shall be equal to the purchase
price per share in the Bona Fide Offer. The terms of payment shall be
substantially the same as those in the Bona Fide Offer.

e.    Release from Restrictions.

      (1) If the Right of First Refusal is not exercised by the non-selling
Employees or the Corporation, or in the event that the aggregate acceptances by
the purchasing parties are for less than the number of the Shares offered, the
Transferor may transfer the Shares not purchased by the other Shareholders or
the Corporation to the prospective Transferee named in the Offer to Sell in
strict accordance with the terms therein stated or, in the case of a Bona Fide
Offer, may reject all of said offers by the other Shareholders or the
Corporation, and offer and sell all of the Offered Shares to the purchaser named
in the Bona Fide Offer, in either case, at a price not less than, and on terms
and conditions not more favorable to such Transferee than, are set forth in the
Offer to Sell to Shareholders pursuant to Section 2(c); provided that, except as
provided in subsection (e)(2) of this Section 2, such Transferee shall receive
one share of Class A Common Stock for each share of Class B Stock sold to him by
the Selling Shareholder.

      (2) Should the proposed Transferee be an Eligible Shareholder, than said
Transferee may purchase and receive Class B Stock provided (i) the sale
transaction is made in accordance with the terms of this agreement, (ii) holders
of 2/3 of the outstanding Class B Stock (excluding those shares which are the
subject of the Bona Fide Offer) approve the proposed Transferee=s right to hold
Class B Stock, and (iii) the proposed Transferee agrees to be bound by the terms
of this agreement.

      (3) A transfer effected pursuant to this Section 2(g) shall be consummated
and the Shares transferred to the Transferee within thirty (30) days after the
expiration of the period of acceptance by the non-selling Shareholders
prescribed by Section 2(c). If the Transferor shall fail to make such transfer
within such thirty (30) day period, or if he shall propose to sell the Offered
Shares at a lower price or on more favorable terms to the purchaser, the Offered
Shares shall again become subject to all the restrictions contained in this
Agreement, and the Selling Shareholder shall again make the Offered

<PAGE>

Shares available to the Corporation and the remaining Shareholders for purchase
in the manner set forth in Section 2(c).

f. Invalid Dispositions. Any purported sale, assignment, mortgage,
hypothecation, transfer or pledge of, creation of a security interest in, lien
or encumbrance on, or gift, non-voting trust or any other disposition of any
Shares by any Shareholder or any successor to any Shareholder which violates any
provision of this Agreement will result in the conversion of the Class B Stock
into Class A Stock. The Corporation and its officers, directors and employees
shall not be liable to any person for any action or refusal to act taken under
the provisions of this Section 2.

3. Voting Rights, Death, Change in Eligibility Status. So long as Samuels is the
Chairman of ACTV, Inc. or an officer or director of the Corporation, each person
who is now or may subsequently become a party hereto grants Samuels the right to
vote all shares of said person=s Class B Stock and hereby grants Samuels an
irrevocable proxy, coupled with an interest, to vote said shares. Should Samuels
die, become disabled or resign his employment with the ACTV Group (as
hereinafter defined), said voting rights and proxy shall vest in Crowley so long
as he is an officer or director of the Corporation or of ACTV, Inc. Upon the
death or disability of an Employee, or resignation of an employment with the
ACTV Group, which shall include the Corporation, ACTV, Inc., or any affiliate or
subsidiary of ACTV, Inc., each share of Class B Stock held by him or her shall
convert into one share of Class A stock on the second anniversary of said event.

4. Termination of Employment. Should an Employee be terminated from employment,
than his Class B Stock shall not convert into Class A Stock except upon transfer
as set forth in section 2.

5. Conversion. With the approval of holders of 70% of the Class B Stock, each
share of Class B Stock may be treated in all respects, for the purpose of a
transaction, or series of transactions, as one share of Class A Stock.

6. Undertaking. The Corporation warrants that should it be necessary to issue
additional Class A Stock under any provision of this agreement, it will use its
best efforts to amend its certificate of incorporation to increase the
authorized number of shares of Class A Stock.

<PAGE>

7. Endorsement on Certificates. Upon execution of this Agreement, the
certificates of stock subject thereto shall be surrendered to the Corporation
and the stock certificates representing the Shares shall have the following
legend printing on them:

      "The shares represented by this certificate have not been registered under
      the Securities Act of 1933, as amended, or under state securities laws and
      may not be sold or transferred unless registered under said act and
      applicable state securities laws or unless, in the opinion of counsel
      satisfactory to the Corporation, the transfer qualifies for an exemption
      from the registration provisions thereof. In addition, this certificate of
      stock and the shares represented hereby are held subject to the terms and
      conditions contained in an agreement by and among the Shareholders of the
      Corporation and the Corporation dated as of March 14, 1997, and all
      amendments thereto, and may not be transferred except in accordance with
      the terms and provisions thereof. A copy of such agreement will be
      furnished by the Corporation upon request."

                  Upon endorsement, the certificates shall be delivered to the
Shareholders, who shall be entitled to exercise all rights of ownership of such
stock, subject to the terms of this Agreement. All capital stock of the
Corporation hereinafter issued to the Shareholders shall bear the same
endorsement.

8. Termination of Agreement. This Agreement shall terminate upon the occurrence
of any of the following events:

a.    The cessation of the Corporation's business;

b. Adjudication of the Corporation as a bankrupt, the execution by it of an
assignment for the benefit of creditors, or the appointment of a receiver for
the Corporation; or

c. Voluntary, involuntary or judicial dissolution of the Corporation.

                  Upon the termination of this Agreement, each Shareholder shall
surrender to the Corporation the certificates for his stock, and the Corporation
shall issue to him in lieu thereof new certificates for an equal number of
shares without the last two sentences of the endorsement set forth in Section 7.

<PAGE>

9. Equitable Remedy. The parties hereby declare that it is impossible to measure
in monetary terms the damages which shall accrue to a party hereto by reason of
another party's failure to perform any of the obligations under this Agreement.
Therefore, if any party hereto shall institute any action or proceeding to
enforce the provisions hereof, any person (including the Corporation) against
whom such action or proceeding is brought hereby waives the claim or defense
therein that there is an adequate remedy at law, and such person shall not urge
in any such action or proceeding the claim or defense that such remedy at law
exists.

10. Miscellaneous.

a. Any notice or other communication required or permitted to be given to any
party hereunder shall be deemed given when delivered personally or by Federal
Express or other delivery service providing documentary evidence of delivery, or
five (5) days after mailing by certified mail, return receipt requested, to the
parties at the addresses as set forth above, or to such other address as the
respective parties may designate by notice given pursuant to this Section 10(a).

b. This Agreement shall be binding upon the parties hereto and their heirs,
executors, administrators, successors and assigns. Each Shareholder in
furtherance thereof shall execute a will directing his executor to perform this
Agreement and to execute all documents necessary to effectuate its purposes, but
the failure to execute such will shall not affect the rights of any Shareholders
or the obligations of any estate, as provided in this Agreement.

c. This Agreement contains the entire agreement of the parties and supersedes
all prior agreements, written or oral. No change in or modification of this
Agreement shall be binding unless the same shall be in writing and signed by the
parties hereto.

d. This Agreement shall be governed by and construed in accordance with the laws
of the State of New York.

e. Any controversy or claim arising out of or relating to this Agreement shall
be determined by arbitration in accordance with the International Arbitration
Rules of the American Arbitration Association. The place of arbitration shall be
New York City.

f. Whenever from the context it appears appropriate, each item stated in either
the singular or the plural shall include the singular and the plural, and
pronouns stated in either the

<PAGE>

masculine, feminine or neuter genders shall include the masculine, feminine and
neuter genders.

g. This Agreement may be executed in two or more counterparts, each of which
shall be deemed an original but all of which together constitute one and the
same instrument.

11. Severability. It is agreed that in the event any provision of this Agreement
or the application thereof to any person or circumstance shall be adjudged to be
invalid or unenforceable according to any applicable laws, the remaining
provisions of this Agreement and the application thereof to any person or
circumstances shall not be affected thereby and shall be enforced to the fullest
extent permitted by law.

IN WITNESS WHEREOF, the parties have executed this Agreement as of the day and
year first above written.

                                    ACTV ENTERTAINMENT, INC.


                                    By:
                                       ----------------------------

                                    ACTV HOLDINGS, INC.


                                    By:
                                       ----------------------------



                                    --------------------------
                                    David Reese



                                    --------------------------
                                    William Samuels



                                    --------------------------
                                    Bruce Crowley



                                    --------------------------
                                    Christopher Cline



                                    --------------------------
                                    Brent Imai





                            SHAREHOLDERS AGREEMENT

            AGREEMENT made as of the 14th day of March, 1997, by and among ACTV
Net, Inc, a corporation whose principal address is 1270 Avenue of the Americas,
New York, New York 10020 (the "Corporation"), ACTV Holdings, Inc., a corporation
whose principal address is 1270 Avenue of the Americas, New York, New York 10020
(AHoldings@), William Samuels, an individual residing 171 West 57th Street, New
York, New York 10023("Samuels"), Bruce Crowley, an individual residing at 257
West 17th Street, New York, New York 10011 (ACrowley@), Christopher Cline, an
individual residing at 176 West 87 Street, Apt. 11A, New York, New York 10024
(ACline@), and David Reese, an individual residing at 30 Maclay Road, Montville,
New Jersey 07045 (AReese@). Holdings, Samuels, Crowley, Cline and Reese are
sometimes hereinafter collectively referred to as the "Shareholders,@ and
Samuels, Crowley, Cline and Reese are sometimes hereinafter collectively
referred to as the AEmployees."

                                R E C I T A L S

            WHEREAS, the authorized capital stock of the Corporation consists of
4,000,000 shares of Class A Common Stock, $.01 par value (the "Class A Stock")
and 1,000,000 shares of Class B Stock (non-voting), $.01 par value (the "Class B
Stock" and with the Class A Stock sometimes referred to herein as the "Common
Stock"); and

            WHEREAS, Holdings currently owns all 4,000,000 shares of the Class A
Stock, and Samuels, Crowley, Cline and Reese pursuant to separate option
agreements dated March 14, 1997 each have the right to purchase 290,000,
290,000, 20,000, and 100,000 shares of Class B Stock, respectively.

            WHEREAS, the Shareholders desire to promote their joint interests
and the interests of the Corporation by imposing certain restrictions and
obligations on themselves and on the Corporation and on the Common Stock held,
or hereafter acquired by each of them;

            WHEREAS, the Shareholders believe it to be in their best interests
and in the best interests of the Corporation that the Common Stock owned by the
Shareholders be transferable only upon compliance with the provisions of this
Agreement;

NOW, THEREFORE, in consideration of the mutual obligations between and among the
Shareholders and the Corporation contained herein and other good and valuable
consideration, the Shareholders and the


<PAGE>

Corporation hereby agree as follows: 

1. Definitions.

a. The word "Affiliate" shall mean any person controlling, or controlled by,
another person and for purposes hereof shall include all relatives by blood,
marriage or adoption.

b. The word "Agreement" shall mean this Shareholders Agreement, as it may be
amended from time to time pursuant to the terms hereof.

c. The term "Bona Fide Offer" shall mean any offer made by a Person not a party
to this Agreement to any Employee to purchase Class B Stock; provided, however,
that (i) said offer must be accompanied by a bank cashier's or certified check
in an amount equal to not less than ten percent (10%) of the purchase price
specified in such offer, such amount to serve as liquidated damages forfeitable
to the Corporation in connection therewith, and (ii) the identity of the
purchaser and all material terms of the offer must be disclosed. In the event a
Bona Fide Offer shall provide for the exchange of assets other than cash or cash
equivalents, either the Bona Fide Offer shall include the fair market value of
said assets if such fair market value is publicly available and readily
ascertainable or the Transferor shall submit with the Bona Fide Offer an
appraisal prepared by a qualified independent third party evidencing the fair
market value of the assets to be exchanged as of the date of the Bona Fide
Offer.

d. The term AEligible Shareholder@ shall be those persons permitted to hold the
Class B Stock by the Corporation=s Articles of Incorporation. Eligible
Shareholders are executive officers, directors and employees of the Corporation
or affiliated corporations, which shall include parents, subsidiaries or
corporations under common control.

e. The word "Person" shall mean (and include) an individual, trust, fiduciary,
partnership, corporation, association or any other legal entity.

f. The term "Offered Shares" shall mean the shares of Common Stock of the
Corporation included in an Bona Fide Offer.

g. The word "Employee" shall include any original Employee and any Transferee of
Class B Stock, as permitted by Section 2(e)(2).

h. The word "transfer" shall include the sale, assignment, gift, pledge,
encumbrance or other disposition

<PAGE>

of any Shares, whether absolute or conditional, temporary or permanent, outright
or in trust, voluntary or involuntary.

i. The word "Transferee" shall refer to any holder of Shares transferred to him
by a Shareholder.

j. The words "Transferor" or "Selling Shareholder" shall refer to any
Shareholder desiring to make a transfer of his Shares.

k. The word "Shares" shall mean shares of the Common Stock owned at any time by
a Shareholder.

2. Restrictions on Transferability of Shares Held by the Shareholders

a. General Restrictions. Each of the Employees hereby agrees not to transfer his
Class B Stock, now owned or hereafter acquired, except in accordance with
Section 2 or Section 3 of this Agreement. Under the terms of the Corporation=s
articles of incorporation, each share of Class B Stock transferred in any other
manner shall convert immediately into one share of Class A Stock.

b. Transfer. Any sale of shares made under this agreement must be made pursuant
to a Bona Fide Offer, regardless of which party initiated the transaction.

c. Right of First Refusal. If any of the Employees desires to transfer his or
her Class B Stock (a"Selling Shareholder"), during his lifetime, he must first
give to the Corporation and to the other Employees the opportunity to purchase
such Class B Stock in accordance with the following procedures:

      (1) The Selling Shareholder must give to the Corporation and the other
Employees thirty (30) days written notice of his intent to sell (the "Notice"),
along with a copy of the Bona Fide Offer, at the addresses as set forth on the
books of the Corporation. The other Employees will thereupon have the option
within such thirty (30) day period to purchase all or any portion of the Offered
Shares. Should more than one Employee desire to purchase the Offered Shares, the
Employees will divide the shares pro rata, based on the amount of Class B Common
Stock that they own at the time of receipt of the Notice.

      (2) If the Employees decline to exercise the option


<PAGE>

or otherwise fail to exercise such option within such thirty (30) day period,
the Offered Shares not purchased by the other Employees will thereupon be deemed
to be offered for sale to the Corporation for a period of ten days. The
Corporation will have an option, during the ten day period to purchase all or
any portion of the Offered Shares.

      (3) The Selling Shareholder shall not be obligated to sell any of the
Offered Shares to the Corporation and/or to the non-selling Employees unless all
of the Offered Shares are purchased.

d. Determination of Purchase Price Per Share. The Corporation and each
Shareholder agree that the purchase price per Share of Class B Stock transferred
pursuant to Subsection (c) of this Section 2 shall be equal to the purchase
price per share in the Bona Fide Offer. The terms of payment shall be
substantially the same as those in the Bona Fide Offer.

e.    Release from Restrictions.

      (1) If the Right of First Refusal is not exercised by the non-selling
Employees or the Corporation, or in the event that the aggregate acceptances by
the purchasing parties are for less than the number of the Shares offered, the
Transferor may transfer the Shares not purchased by the other Shareholders or
the Corporation to the prospective Transferee named in the Offer to Sell in
strict accordance with the terms therein stated or, in the case of a Bona Fide
Offer, may reject all of said offers by the other Shareholders or the
Corporation, and offer and sell all of the Offered Shares to the purchaser named
in the Bona Fide Offer, in either case, at a price not less than, and on terms
and conditions not more favorable to such Transferee than, are set forth in the
Offer to Sell to Shareholders pursuant to Section 2(c); provided that, except as
provided in subsection (e)(2) of this Section 2, such Transferee shall receive
one share of Class A Common Stock for each share of Class B Stock sold to him by
the Selling Shareholder.

      (2) Should the proposed Transferee be an Eligible Shareholder, than said
Transferee may purchase and receive Class B Stock provided (i) the sale
transaction is made in accordance with the terms of this agreement, (ii) holders
of 2/3 of the outstanding Class B Stock (excluding those shares which are the
subject of the Bona Fide Offer) approve the proposed Transferee=s right to hold
Class B Stock, and (iii) the proposed Transferee agrees to be bound by the terms
of this agreement.

      (3) A transfer effected pursuant to this Section 2(g)


<PAGE>


shall be consummated and the Shares transferred to the Transferee within thirty
(30) days after the expiration of the period of acceptance by the non-selling
Shareholders prescribed by Section 2(c). If the Transferor shall fail to make
such transfer within such thirty (30) day period, or if he shall propose to sell
the Offered Shares at a lower price or on more favorable terms to the purchaser,
the Offered Shares shall again become subject to all the restrictions contained
in this Agreement, and the Selling Shareholder shall again make the Offered
Shares available to the Corporation and the remaining Shareholders for purchase
in the manner set forth in Section 2(c).

f. Invalid Dispositions. Any purported sale, assignment, mortgage,
hypothecation, transfer or pledge of, creation of a security interest in, lien
or encumbrance on, or gift, non-voting trust or any other disposition of any
Shares by any Shareholder or any successor to any Shareholder which violates any
provision of this Agreement will result in the conversion of the Class B Stock
into Class A Stock. The Corporation and its officers, directors and employees
shall not be liable to any person for any action or refusal to act taken under
the provisions of this Section 2.

3. Voting Rights, Death, Change in Eligibility Status. So long as Samuels is the
Chairman of ACTV, Inc. or an officer or director of the Corporation, each person
who is now or may subsequently become a party hereto grants Samuels the right to
vote all shares of said person=s Class B Stock and hereby grants Samuels an
irrevocable proxy, coupled with an interest, to vote said shares. Should Samuels
die, become disabled or resign his employment with the ACTV Group (as
hereinafter defined), said voting rights and proxy shall vest in Crowley so long
as he is an officer or director of the Corporation or of ACTV, Inc. Upon the
death or disability of an Employee, or resignation of an employment with the
ACTV Group, which shall include the Corporation, ACTV, Inc., or any affiliate or
subsidiary of ACTV, Inc., each share of Class B Stock held by him or her shall
convert into one share of Class A stock on the second anniversary of said event.

4. Termination of Employment. Should an Employee be terminated from employment,
than his Class B Stock shall not convert into Class A Stock except upon transfer
as set forth in section 2.

5. Conversion. With the approval of holders of 70% of the Class B Stock, each
share of Class B Stock may be treated


<PAGE>


in all respects, for the purpose of a transaction, or series of transactions, as
one share of Class A Stock.

6. Undertaking. The Corporation warrants that should it be necessary to issue
additional Class A Stock under any provision of this agreement, it will use its
best efforts to amend its certificate of incorporation to increase the
authorized number of shares of Class A Stock.

7. Endorsement on Certificates. Upon execution of this Agreement, the
certificates of stock subject thereto shall be surrendered to the Corporation
and the stock certificates representing the Shares shall have the following
legend printing on them:


      "The shares represented by this certificate have not been registered under
      the Securities Act of 1933, as amended, or under state securities laws and
      may not be sold or transferred unless registered under said act and
      applicable state securities laws or unless, in the opinion of counsel
      satisfactory to the Corporation, the transfer qualifies for an exemption
      from the registration provisions thereof. In addition, this certificate of
      stock and the shares represented hereby are held subject to the terms and
      conditions contained in an agreement by and among the Shareholders of the
      Corporation and the Corporation dated as of March 14, 1997, and all
      amendments thereto, and may not be transferred except in accordance with
      the terms and provisions thereof. A copy of such agreement will be
      furnished by the Corporation upon request.@

                  Upon endorsement, the certificates shall be delivered to the
Shareholders, who shall be entitled to exercise all rights of ownership of such
stock, subject to the terms of this Agreement. All capital stock of the
Corporation hereinafter issued to the Shareholders shall bear the same
endorsement.


8. Termination of Agreement. This Agreement shall terminate upon the occurrence
of any of the following events:

a. The cessation of the Corporation's business;

b. Adjudication of the Corporation as a bankrupt, the execution by it of an
assignment for the benefit of creditors, or the appointment of a receiver for
the Corporation; or

c. Voluntary, involuntary or judicial dissolution of the Corporation.


<PAGE>


                  Upon the termination of this Agreement, each Shareholder shall
surrender to the Corporation the certificates for his stock, and the Corporation
shall issue to him in lieu thereof new certificates for an equal number of
shares without the last two sentences of the endorsement set forth in Section 7.

9. Equitable Remedy. The parties hereby declare that it is impossible to measure
in monetary terms the damages which shall accrue to a party hereto by reason of
another party's failure to perform any of the obligations under this Agreement.
Therefore, if any party hereto shall institute any action or proceeding to
enforce the provisions hereof, any person (including the Corporation) against
whom such action or proceeding is brought hereby waives the claim or defense
therein that there is an adequate remedy at law, and such person shall not urge
in any such action or proceeding the claim or defense that such remedy at law
exists.

10. Miscellaneous.

a. Any notice or other communication required or permitted to be given to any
party hereunder shall be deemed given when delivered personally or by Federal
Express or other delivery service providing documentary evidence of delivery, or
five (5) days after mailing by certified mail, return receipt requested, to the
parties at the addresses as set forth above, or to such other address as the
respective parties may designate by notice given pursuant to this Section 10(a).

b. This Agreement shall be binding upon the parties hereto and their heirs,
executors, administrators, successors and assigns. Each Shareholder in
furtherance thereof shall execute a will directing his executor to perform this
Agreement and to execute all documents necessary to effectuate its purposes, but
the failure to execute such will shall not affect the rights of any Shareholders
or the obligations of any estate, as provided in this Agreement.

c. This Agreement contains the entire agreement of the parties and supersedes
all prior agreements, written or oral. No change in or modification of this
Agreement shall be binding unless the same shall be in writing and signed by the
parties hereto.

d. This Agreement shall be governed by and construed in accordance with the laws
of the State of New York.


<PAGE>


e. Any controversy or claim arising out of or relating to this Agreement shall
be determined by arbitration in accordance with the International Arbitration
Rules of the American Arbitration Association. The place of arbitration shall be
New York City.

f. Whenever from the context it appears appropriate, each item stated in either
the singular or the plural shall include the singular and the plural, and
pronouns stated in either the masculine, feminine or neuter genders shall
include the masculine, feminine and neuter genders.

g. This Agreement may be executed in two or more counterparts, each of which
shall be deemed an original but all of which together constitute one and the
same instrument.

11. Severability. It is agreed that in the event any provision of this Agreement
or the application thereof to any person or circumstance shall be adjudged to be
invalid or unenforceable according to any applicable laws, the remaining
provisions of this Agreement and the application thereof to any person or
circumstances shall not be affected thereby and shall be enforced to the fullest
extent permitted by law.

IN WITNESS WHEREOF, the parties have executed this Agreement as of the day and
year first above written.

                                    ACTV HOLDING, INC.

                                    By:__________________________

                                    ACTV NET, INC.

                                    By:__________________________



                                    --------------------------
                                    David Reese


                                    --------------------------
                                    William Samuels


                                    --------------------------
                                    Bruce Crowley


                                    --------------------------
                                    Christopher Cline




                        ADDITIONAL SHAREHOLDERS AGREEMENT

            AGREEMENT made as of the 1st day of October, 1997, by and among ACTV
Net, Inc, a corporation whose principal address is 1270 Avenue of the Americas,
New York, New York 10020 (the "Corporation"), ACTV Holdings, Inc., a corporation
whose principal address is 1270 Avenue of the Americas, New York, New York 10020
(AHoldings@), William Samuels, an individual residing 171 West 57th Street, New
York, New York 10023("Samuels"), Bruce Crowley, an individual residing at 257
West 17th Street, New York, New York 10011 (ACrowley@), Craig Ullman, an
individual residing at 112 Willow Street, Brooklyn, New York 11201 (AUllman@),
James Crook, an individual residing at 168 Hudson Avenue, Tenafly, New Jersey
07670 (ACrook@), Cindi Baker, an individual residing at 30213 Oak Tree Drive,
Georgetown, Texas 78628 (ABaker@). Holdings, Samuels, Crowley, Ullman, Crook and
Baker are sometimes hereinafter collectively referred to as the "Shareholders,@
and Samuels, Crowley, Ullman, Crook and Baker are sometimes hereinafter
collectively referred to as the AEmployees."

                                R E C I T A L S

            WHEREAS, the authorized capital stock of the Corporation consists of
4,000,000 shares of Class A Common Stock, $.01 par value (the "Class A Stock")
and 1,000,000 shares of Class B Stock (non-voting), $.01 par value (the "Class B
Stock" and with the Class A Stock sometimes referred to herein as the "Common
Stock"); and

            WHEREAS, Samuels, Crowley, Ullman, Crook and Baker pursuant to
separate option agreements dated October 1, 1997 each have the right to purchase
60,000, 60,000, 100,000, 60,000 and 20,000 of Class B Stock, respectively.

            WHEREAS, the Shareholders desire to promote their joint interests
and the interests of the Corporation by imposing certain restrictions and
obligations on themselves and on the Corporation and on the Common Stock held,
or hereafter acquired by each of them;

            WHEREAS, the Shareholders believe it to be in their best interests
and in the best interests of the Corporation that the Common Stock owned by the
Shareholders be transferable only upon compliance with the provisions of this
Agreement;

NOW, THEREFORE, in consideration of the mutual obligations between and among the
Shareholders and the Corporation contained herein and other good and valuable
consideration, the Shareholders and the 


<PAGE>

Corporation hereby agree as follows:

1.    Definitions.

a.    The word "Affiliate" shall mean any person controlling, or controlled by,
another person and for purposes hereof shall include all relatives by blood,
marriage or adoption.

b.    The word "Agreement" shall mean this Shareholders Agreement, as it may be
amended from time to time pursuant to the terms hereof.

c.    The term "Bona Fide Offer" shall mean any offer made by a Person not a 
party to this Agreement to any Employee to purchase Class B Stock; provided,
however, that (i) said offer must be accompanied by a bank cashier's or
certified check in an amount equal to not less than ten percent (10%) of the
purchase price specified in such offer, such amount to serve as liquidated
damages forfeitable to the Corporation in connection therewith, and (ii) the
identity of the purchaser and all material terms of the offer must be disclosed.
In the event a Bona Fide Offer shall provide for the exchange of assets other
than cash or cash equivalents, either the Bona Fide Offer shall include the fair
market value of said assets if such fair market value is publicly available and
readily ascertainable or the Transferor shall submit with the Bona Fide Offer an
appraisal prepared by a qualified independent third party evidencing the fair
market value of the assets to be exchanged as of the date of the Bona Fide
Offer.

d.   The term AEligible Shareholder@ shall be those persons permitted to hold 
the Class B Stock by the Corporation's Articles of Incorporation. Eligible
Shareholders are executive officers, directors and employees of the Corporation
or affiliated corporations, which shall include parents, subsidiaries or
corporations under common control.

e.   The word "Person" shall mean (and include) an individual, trust, 
fiduciary, partnership, corporation, association or any other legal entity.

f.   The term "Offered Shares" shall mean the shares of Common Stock of the
Corporation included in an Bona Fide Offer.

g.   The word "Employee" shall include any original Employee and any Transferee
of Class B Stock, as permitted by Section 2(e)(2).

h.   The word "transfer" shall include the sale, assignment, gift, pledge,
encumbrance or other disposition of any Shares, whether absolute or conditional,
temporary or permanent, outright or in trust, voluntary or involuntary.

<PAGE>

i.   The word "Transferee" shall refer to any holder of Shares transferred to 
him by a Shareholder.

j.   The words "Transferor" or "Selling Shareholder" shall refer to any
Shareholder desiring to make a transfer of his Shares.

k.   The word "Shares" shall mean shares of the Common Stock owned at any time
by a Shareholder.

2.   Restrictions on Transferability of Shares Held by the Shareholders

a.   General Restrictions. Each of the Employees hereby agrees not to transfer 
his Class B Stock, now owned or hereafter acquired, except in accordance with
Section 2 or Section 3 of this Agreement. Under the terms of the Corporation's
articles of incorporation, each share of Class B Stock transferred in any other
manner shall convert immediately into one share of Class A Stock.

b.   Transfer. Any sale of shares made under this agreement must be made 
pursuant to a Bona Fide Offer, regardless of which party initiated the
transaction.

c.   Right of First Refusal. If any of the Employees desires to transfer his or
her Class B Stock (a "Selling Shareholder"), during his lifetime, he must first
give to the Corporation and to the other Employees the opportunity to purchase
such Class B Stock in accordance with the following procedures:

     (1) The Selling Shareholder must give to the Corporation and the other
Employees thirty (30) days written notice of his intent to sell (the "Notice"),
along with a copy of the Bona Fide Offer, at the addresses as set forth on the
books of the Corporation. The other Employees will thereupon have the option
within such thirty (30) day period to purchase all or any portion of the Offered
Shares. Should more than one Employee desire to purchase the Offered Shares, the
Employees will divide the shares pro rata, based on the amount of Class B Common
Stock that they own at the time of receipt of the Notice.

     (2) If the Employees decline to exercise the option or otherwise fail to
exercise such option within such thirty (30) day period, the Offered Shares not
purchased by the other Employees will thereupon be deemed to be offered for sale
to the Corporation for a period of ten days. The Corporation 

<PAGE>

will have an option, during the ten day period to purchase all or any portion of
the Offered Shares.

     (3) The Selling Shareholder shall not be obligated to sell any of the
Offered Shares to the Corporation and/or to the non-selling Employees unless all
of the Offered Shares are purchased.

d.   Determination of Purchase Price Per Share. The Corporation and each
Shareholder agree that the purchase price per Share of Class B Stock transferred
pursuant to Subsection (c) of this Section 2 shall be equal to the purchase
price per share in the Bona Fide Offer. The terms of payment shall be
substantially the same as those in the Bona Fide Offer.

e.   Release from Restrictions.

     (1) If the Right of First Refusal is not exercised by the non-selling
Employees or the Corporation, or in the event that the aggregate acceptances by
the purchasing parties are for less than the number of the Shares offered, the
Transferor may transfer the Shares not purchased by the other Shareholders or
the Corporation to the prospective Transferee named in the Offer to Sell in
strict accordance with the terms therein stated or, in the case of a Bona Fide
Offer, may reject all of said offers by the other Shareholders or the
Corporation, and offer and sell all of the Offered Shares to the purchaser named
in the Bona Fide Offer, in either case, at a price not less than, and on terms
and conditions not more favorable to such Transferee than, are set forth in the
Offer to Sell to Shareholders pursuant to Section 2(c); provided that, except as
provided in subsection (e)(2) of this Section 2, such Transferee shall receive
one share of Class A Common Stock for each share of Class B Stock sold to him by
the Selling Shareholder.

     (2) Should the proposed Transferee be an Eligible Shareholder, than said
Transferee may purchase and receive Class B Stock provided (i) the sale
transaction is made in accordance with the terms of this agreement, (ii) holders
of 2/3 of the outstanding Class B Stock (excluding those shares which are the
subject of the Bona Fide Offer) approve the proposed Transferee's right to hold
Class B Stock, and (iii) the proposed Transferee agrees to be bound by the terms
of this agreement.

     (3) A transfer effected pursuant to this Section 2(g) shall be consummated
and the Shares transferred to the Transferee within thirty (30) days after the
expiration of the period of acceptance by the non-selling Shareholders
prescribed by Section 2(c). If the Transferor shall fail to make such transfer
within such thirty (30) day period, or if he shall propose to sell the Offered
Shares at a lower price 

<PAGE>

or on more favorable terms to the purchaser, the Offered Shares shall again
become subject to all the restrictions contained in this Agreement, and the
Selling Shareholder shall again make the Offered Shares available to the
Corporation and the remaining Shareholders for purchase in the manner set forth
in Section 2(c).

f.   Invalid Dispositions. Any purported sale, assignment, mortgage,
hypothecation, transfer or pledge of, creation of a security interest in, lien
or encumbrance on, or gift, non-voting trust or any other disposition of any
Shares by any Shareholder or any successor to any Shareholder which violates any
provision of this Agreement will result in the conversion of the Class B Stock
into Class A Stock. The Corporation and its officers, directors and employees
shall not be liable to any person for any action or refusal to act taken under
the provisions of this Section 2.

3.   Voting Rights, Death, Change in Eligibility Status. So long as Samuels is 
the Chairman of ACTV, Inc. or an officer or director of the Corporation, each
person who is now or may subsequently become a party hereto grants Samuels the
right to vote all shares of said person's Class B Stock and hereby grants
Samuels an irrevocable proxy, coupled with an interest, to vote said shares.
Should Samuels die, become disabled or resign his employment with the ACTV Group
(as hereinafter defined), said voting rights and proxy shall vest in Crowley so
long as he is an officer or director of the Corporation or of ACTV, Inc. Upon
the death or disability of an Employee, or resignation of an employment with the
ACTV Group, which shall include the Corporation, ACTV, Inc., or any affiliate or
subsidiary of ACTV, Inc., each share of Class B Stock held by him or her shall
convert into one share of Class A stock on the second anniversary of said event.

4.   Termination of Employment. Should an Employee be terminated from 
employment, than his Class B Stock shall not convert into Class A Stock except
upon transfer as set forth in section 2.

5.   Conversion. With the approval of holders of 70% of the Class B Stock, each
share of Class B Stock may be treated in all respects, for the purpose of a
transaction, or series of transactions, as one share of Class A Stock.

6.   Undertaking. The Corporation warrants that should it be necessary to issue
additional Class A Stock under any provision of this agreement, it will use its
best efforts to amend its certificate of incorporation to increase the
authorized number of shares of Class A Stock.


<PAGE>

7.   Endorsement on Certificates. Upon execution of this Agreement, the
certificates of stock subject thereto shall be surrendered to the Corporation
and the stock certificates representing the Shares shall have the following
legend printing on them:

      "The shares represented by this certificate have not been registered under
      the Securities Act of 1933, as amended, or under state securities laws and
      may not be sold or transferred unless registered under said act and
      applicable state securities laws or unless, in the opinion of counsel
      satisfactory to the Corporation, the transfer qualifies for an exemption
      from the registration provisions thereof. In addition, this certificate of
      stock and the shares represented hereby are held subject to the terms and
      conditions contained in an agreement by and among the Shareholders of the
      Corporation and the Corporation dated as of March 14, 1997, and all
      amendments thereto, and may not be transferred except in accordance with
      the terms and provisions thereof. A copy of such agreement will be
      furnished by the Corporation upon request."

                  Upon endorsement, the certificates shall be delivered to the
Shareholders, who shall be entitled to exercise all rights of ownership of such
stock, subject to the terms of this Agreement. All capital stock of the
Corporation hereinafter issued to the Shareholders shall bear the same
endorsement.

8.   Termination of Agreement. This Agreement shall terminate upon the 
occurrence of any of the following events:

a.   The cessation of the Corporation's business;

b.   Adjudication of the Corporation as a bankrupt, the execution by it of an
assignment for the benefit of creditors, or the appointment of a receiver for
the Corporation; or

c.   Voluntary, involuntary or judicial dissolution of the Corporation.

                  Upon the termination of this Agreement, each Shareholder shall
surrender to the Corporation the certificates for his stock, and the Corporation
shall issue to him in lieu thereof new certificates for an equal number of
shares without the last two sentences of the endorsement set forth in Section 7.

<PAGE>

9.   Equitable Remedy. The parties hereby declare that it is impossible to 
measure in monetary terms the damages which shall accrue to a party hereto by
reason of another party's failure to perform any of the obligations under this
Agreement. Therefore, if any party hereto shall institute any action or
proceeding to enforce the provisions hereof, any person (including the
Corporation) against whom such action or proceeding is brought hereby waives the
claim or defense therein that there is an adequate remedy at law, and such
person shall not urge in any such action or proceeding the claim or defense that
such remedy at law exists.

10.  Miscellaneous.

a.   Any notice or other communication required or permitted to be given to any
party hereunder shall be deemed given when delivered personally or by Federal
Express or other delivery service providing documentary evidence of delivery, or
five (5) days after mailing by certified mail, return receipt requested, to the
parties at the addresses as set forth above, or to such other address as the
respective parties may designate by notice given pursuant to this Section 10(a).

b.   This Agreement shall be binding upon the parties hereto and their heirs,
executors, administrators, successors and assigns. Each Shareholder in
furtherance thereof shall execute a will directing his executor to perform this
Agreement and to execute all documents necessary to effectuate its purposes, but
the failure to execute such will shall not affect the rights of any Shareholders
or the obligations of any estate, as provided in this Agreement.

c.   This Agreement contains the entire agreement of the parties and supersedes
all prior agreements, written or oral. No change in or modification of this
Agreement shall be binding unless the same shall be in writing and signed by the
parties hereto.

d.   This Agreement shall be governed by and construed in accordance with the 
laws of the State of New York.

e.   Any controversy or claim arising out of or relating to this Agreement shall
be determined by arbitration in accordance with the International Arbitration
Rules of the American Arbitration Association. The place of arbitration shall be
New York City.

f.   Whenever from the context it appears appropriate, each item stated in 
either the singular or the plural shall include the singular and the plural, and
pronouns stated in either the 


<PAGE>

masculine, feminine or neuter genders shall include the masculine, feminine and
neuter genders.

g.   This Agreement may be executed in two or more counterparts, each of which
shall be deemed an original but all of which together constitute one and the
same instrument.

11.  Severability. It is agreed that in the event any provision of this 
Agreement or the application thereof to any person or circumstance shall be
adjudged to be invalid or unenforceable according to any applicable laws, the
remaining provisions of this Agreement and the application thereof to any person
or circumstances shall not be affected thereby and shall be enforced to the
fullest extent permitted by law.

IN WITNESS WHEREOF, the parties have executed this Agreement as of the day and
year first above written.

                                    ACTV HOLDING, INC.

                                    By:__________________________

                                    ACTV NET, INC.

                                    By:__________________________

                                    _____________________________
                                    William Samuels

                                    _____________________________
                                    Bruce Crowley

                                    _____________________________
                                    Craig Ullman

                                    _____________________________
                                    James Crook

                                    _____________________________
                                    Cindi Baker





                                LICENSE AGREEMENT

            AGREEMENT, made as of the 14th day of March, 1997, by and between
ACTV INC. and ACTV HOLDINGS, INC., both Delaware corporations having their
corporate offices at 1270 Avenue of the Americas, Suite 2401, New York, New York
10020 (collectively, "Licensor") and ACTV ENTERTAINMENT., a New York
corporation, having its corporate offices at 1270 Avenue of the Americas, Suite
2401, New York, New York 10020 ("Licensee").

                              W I T N E S S E T H:

            WHEREAS, Licensor is the exclusive owner of certain individualized
television programming technologies (the "Intellectual Property"), which
Intellectual Property includes the Patents listed on Exhibit A hereto (the
"Patents") and proprietary technologies, programming methods, the ACTV
Programming and Coding Language, and other trade secrets and know-how, all
relating to the Intellectual Property described in the Patents, including
applications thereof, regardless of distribution or delivery method;

            WHEREAS, Licensor wishes to grant to Licensee and Licensee wishes to
obtain from Licensor an exclusive license in the Territory to use and exploit
the Intellectual Property in the distribution of individualized television
directly to home subscribers in the United States for all entertainment
programming.

            NOW, THEREFORE, in consideration of one dollar ($1.00), the
foregoing premises and the mutual covenants herein contained, the parties agree
as follows:

            1.    Definitions. As used in this Agreement, the following terms
shall have the following meanings:

                  (a) "ACTV Programming" shall mean programming that utilizes
the Intellectual Property, including any Improvements.

                  (b) "Improvements" shall mean any improvement, refinement,
enhancement or other modification of the Intellectual Party.

                  (c) "License" shall mean that exclusive license which the
Licensor hereby grants to the Licensee to use and exploit the Intellectual
Property, including Improvements as set forth in Paragraph 6 hereof, subject to
the terms hereof.

                  (d) Net Sales" shall mean subscriber and advertising revenues
by License and its affiliates and sublicensees, if any, less any license fees
payable to third party programming providers, less trade discounts allowed,
valid credits for claims or allowances,


                                      -1-
<PAGE>

refunds, returns and recalls and less taxes and other governmental charges
levied on or measured by sales and included in the billing price.

                  (e) "Territory" shall mean the United States of America and
its possessions, territories and associated commonwealths (including Puerto
Rico, the Virgin Islands and Guam), including all United States military
installations located therein.

            2. Grant of Rights

                  (a) Subject to the terms and conditions herein contained and
for good and valuable consideration, the receipt of which is hereby
acknowledged, Licensor hereby grants to Licensee, subject to the terms hereof,
an exclusive, perpetual License to use, distribute and sublicense the
Intellectual Party and Improvements throughout the Territory for individualized
television directly to home subscribers through the mass distribution systems of
cable broadband distribution system located in the Territory. Not included are
the applications granted to ACTV, Net, Inc. under the March 13, 1997 License
Agreement from Licensor. Licensor hereby agrees promptly to disclose to Licensee
the Intellectual Property licensed hereby.

                  (b) All products, including, without limitation, television
programming, which are distributed, sold or utilized in any manner and which
incorporate in any manner all or any part of the Intellectual Property contained
within the Licensee granted hereunder will bear the proper proprietary rights
notice, all as specified in writing by Licensor to Licensee, as shall be
sufficient, in Licensor's judgment, to protect its rights and interest in the
rights granted by Licensor to Licensee pursuant hereto. Licensee further agrees
to give proper notice of trademarks, patents and/or copyright where applicable
in connection with the use by Licensee of any rights thereunder, as may be
specified from time-to-time Licensor.

                  (c) Licensee agrees that during the term of this Agreement, it
will diligently and actively develop, promote, distribute and market ACTV
Programming in the Territory.

            3. Consideration

                  (a) In consideration for the License granted hereunder,
Licensee shall pay Licensor five (5) percent of all Net Sales (as such term is
defined in the respective sublicense agreement, or if not so defined, then as
defined, herein) by sublicensees of Licensee and five (5) percent of the Net
Sales by Licensee at any time that ACTV, Inc. owns directly or through ACTV
Holdings, Inc. less than 50 % of the outstanding Common Stock of Licensee.

                  (b) Royalty payments shall be made within thirty (30) days of
the end of each calendar quarterly period for sales invoiced by Licensee during
such calendar quarterly period. Each commission payment shall be accompanied by
a report setting forth in reasonable detail the Net Sales during the calendar
quarter and the calculation of royalties based thereon. Licensor shall have the
right once a year and with reasonable notice to examine the books and

                                      -2-
<PAGE>

records of Licensee. Such examination shall take place at Licensee's principal
place of business during normal business hours.

            4.    Reservation of Rights.

                  (a) Licensee is only permitted to assign or sublicense the
rights hereunder granted to any third party, provided such party agrees in
writing to abide by the terms and conditions of this Agreement to the extent
applicable to it.

                  (b) All rights not specifically granted to Licensee hereunder
are reserved to Licensor.

            5. Confidentiality. Licensee shall maintain in strict confidence and
shall not at any time whether before or after the termination of this agreement
(a) utilize for any purpose other than as permitted under this License, or
cause, enable, assist or permit anyone else to utilize, any of the Intellectual
Property or Improvements: (b) disclose to anyone any such Intellectual Property,
Improvements and/or related information (the "Confidential Information") which
is not generally available to the public unless, (i) through no act of Licensee
contrary to the obligations imposed hereby, such Confidential Information
becomes known to the public prior to the date of Licensee's disclosure, (ii)
such Confidential Information is approved for public release by Licensor, (iii)
such Confidential Information is rightfully received by Licensee from a third
party without restrictions and without breach of Licensee's obligations
hereunder, (iv) such Confidential Information is independently developed by
Licensee without breach of this Agreement, (v) such Confidential Information is
required to be disclosed by judicial or governmental proceeding subject to a
protective order or (vi) such disclosure is necessary or appropriate to the
exploitation of the License granted hereby and only then after such person or
entity to whom disclosure is to be made executes a confidentiality agreement
acceptable to Licensor. Notwithstanding the foregoing, Licensee may disclose
such Confidential Information to its employees who need to know such information
in order for Licensee to use and exploit the Intellectual Property pursuant to
the terms of this Agreement if it has taken reasonable steps to impose the
aforesaid covenants of confidentiality on said employees and to ensure that said
employees will not violate said covenants, including, but not limited to,
causing said employees to enter into written agreements in which said covenants
of confidentiality are effectively imposed upon them. Licensee will copy
Licensor's Confidential Information only to the extent reasonably necessary to
enable Licensee to exercise its rights under the License. In making any such
copies, Licensee agrees to produce faithfully all notices respecting copyright,
trade secrets, and other proprietary rights. Nothing contained herein shall
prevent Licensee from disclosing in general terms the nature of its relationship
with Licensor.

            6. Improvements. Any improvements upon the Intellectual Property
made, conceived, invented or wholly acquired by Licensor during the term of this
Agreement, shall be included hereunder, and Licensee shall have the right to
such improvements (limited, however, by the specific terms hereto) without
payment of any additional royalty. Licensee agrees that if during the term of
this Agreement it should make, conceive, invent or acquire any improvements on
the Intellectual Property, or on any component or portion thereof, it will
grant, and hereby does grant, to Licensor a royalty-free, exclusive, paid up,
perpetual license to use such improvements on a world-wide basis. Each party
agrees to disclose promptly to the other party


                                      -3-
<PAGE>

all improvements so made, conceived, invented or acquired during the term of
this Agreement which are based, in whole or in part, on any of the Intellectual
Property or Improvements.

            7. Representations. Licensor represents and warrants that: (i) it
has the right and authority to enter into this Agreement; (ii) to the best of
its knowledge, it is the sole owner of licensee of all Intellectual Property and
Improvements licensed hereunder and the use thereof will not violate any law or
infringe upon or to violate any rights of any person, firm or corporation; and
(iii) it is not a party to any other existing agreement which would prevent it
from entering into or performing its obligations under the terms of this
Agreement, (iv) to the best of its knowledge, the Patents have been validly
issued, have not been challenged and no adverse claim has been asserted.

            8. Litigation. Licensee shall have the sole responsibility at its
sole cost and expense for protecting the rights granted and to be granted herein
against any third party infringement. Licensee agrees to promptly and diligently
seek to protect all rights granted and to be granted herein from and against any
infringement by third parties.

            9. Insurance.

                  (a) During the term of this Agreement, Licensee will maintain,
at its own expense, in full force and effect, with a responsible insurance
carrier, reasonably acceptable to Licensor, such product liability insurance as
is customary for a business of the type, nature and size of Licensee.

                  (b) Licensee shall, from time to time upon reasonable request
by the other party, promptly furnish or cause to be furnished to Licensor, a
certificate evidencing the insurance required hereby.

            10. Termination.

                  (a) In the event that Licensee materially defaults or breaches
any provision of this Agreement, Licensor reserves the right to terminate this
Agreement upon written notice to Licensee; provided, however, that if Licensee,
within 30 days of such written notice, cures such default or breach, this
Agreement shall continue in full force and effect as if such default or breach
had not occurred; and provided, further, should Licensee dispute any such
alleged breach of this Agreement and such dispute is either submitted to
arbitration in due course pursuant to Paragraph 20 hereof or being resolved by
the parties hereto, then there shall be no default hereunder during the period
in which the parties are in arbitration or diligently, and in good faith,
attempting to resolve such dispute; provided, that after the parties reach an
agreement or an arbitrator makes its decision, Licensee shall comply therewith
within 15 days thereof.

                  (b) In the event of any adjudication of bankruptcy which is
not vacated within 30 days, appointment of a receiver by a court of competent
jurisdiction who is not removed within 30 days, assignment for the benefit of
creditors or levy of execution directly involving Licensee, this Agreement shall
thereupon forthwith terminate and no longer be of any further force and effect.


                                      -4-
<PAGE>

                  (c) In the event of termination of this Agreement for any
reason whatsoever:

                        (i) Licensee shall deliver to Licensor all books, notes,
                  drawings writings and other documents, in the possession of
                  Licensee or the Permitted Parties relating to the Intellectual
                  Property and any Improvements licensed to it under Paragraph
                  2(a) hereof (except that in connection with any Improvements
                  made by Licensee it may retain copies of all such items
                  delivered to Licensor and may continue to use any such
                  Improvements made by it), together with all copies of any
                  Confidential Information.

                        (ii) All rights granted by Licensor to Licensee shall
                  forthwith revert to Licensor.

                        (iii) Licensor (in the event this Agreement is
                  terminated by reason of Licensee's default hereunder) shall
                  continue to be entitled to use or exploit any exclusive
                  royalty-free license to new developments of Licensee granted
                  pursuant to Paragraph 6 hereof.

                  (d) In the event of termination of this Agreement, Licensee
shall assign to Licensor, at the request of Licensor, all of its right, title
and interest in and to any contracts or agreements relating, directly or
indirectly to the Intellectual Property.

            11. Notices. All notices to be given or payments made hereunder
shall be in writing and sent by hand, federal express or by registered or
certified mail, postage prepaid, addressed to the respective parties at the
addresses set forth above. All notices shall be effective upon receipt. Copies
of all notices to Licensor or Licensee shall be sent to Gersten, Savage,
Kaplowitz, Fredericks & Curtin, LLP, 101 East 52nd Street Avenue, New York, New
York 10022, attention: Wesley C. Fredericks, Esq.

            12. New York Law. This Agreement and all matters or issues
collateral thereto shall be governed by and construed and enforced in accordance
with the laws of the State of New York applicable to contacts made and performed
entirely therein.

            13. Entire Understanding. This Agreement contains the entire
understanding of the parties hereto relating to the subject matter herein
contained, and supersedes any and all prior agreements or understandings
relating to the subject matter hereof. This Agreement may not be changed except
by a writing signed by the party sought to be charged therewith.

            14. No Waiver. No waiver by either party, whether express or
implied, of any provisions of this Agreement or of any breach or default by
either party, shall constitute a continuing waiver or a waiver of any other
provision of this Agreement, and no such waiver by either party shall prevent
such party from enforcing any and all provisions of this Agreement or from
acting upon the same or any subsequent breach or default of the other party. No
waiver of any provision hereunder shall be effective unless it is in writing
signed by the against whom enforcement thereof is sought.


                                      -5-
<PAGE>


            15. Separability. The provisions set forth in this Agreement shall
be considered to be separable and independent of each other. In the event that
any provision of this Agreement shall be determined in any jurisdiction to be
unenforceable, such determination shall not be deemed to affect the
enforceability of any other remaining provision and the parties agree that any
court making such a determination is hereby requested and empowered to modify
such provision and to substitute for such unenforceable provision such
limitation or provision of maximum scope as the court then deems reasonable and
judicially enforceable and the parties agree that such substitute provision
shall be as enforceable in said jurisdiction as if set forth initially in this
Agreement. Any such substitute provision shall be applicable only in the
jurisdiction in which the original provision was determined to be unenforceable.

            16. Relationship of the Parties. Nothing contained herein shall be
construed to place the parties in the relationship of partners or joint
venturers and neither party shall have the power to bind or obligate the other.

            17. Survival. Unless otherwise provided, the obligations of the
parties hereto shall survive the termination of the term of this Agreement.

            18. Arbitration. All claims, demands, disputes, controversies,
differences or misunderstandings between or among the parties hereto or any
other persons bound hereby arising out of or by virtue of this Agreement, shall
be submitted to and determined by arbitration in the City of New York. If the
parties to a dispute arising out of this Agreement are unable to agree on an
arbitrator within 10 days after any party shall have given written notice to the
other that it desires to submit any issue to arbitration, then the American
Arbitration Association shall be designated by any party to appoint an
arbitrator and to arbitrate the matter under its rules. The award of the
arbitrator shall be made in writing, shall be within the scope of this
Agreement, shall not change any of its terms or conditions, shall be binding and
conclusive on all parties, and shall include a finding for the payment of the
costs of the arbitration proceeding (including reasonable attorneys' fees). It
is further agreed that judgment of a court having jurisdiction may be entered
upon the award of the arbitrator.


            IN WITNESS WHEREOF, the parties have caused this Agreement to be
duly executed as of the day and year first above written.

                ACTV, INC.


                By:
                    ------------------------------------------------------------
                    William C. Samuels, Chairman and
                       Chief Executive Officer

                ACTV, HOLDINGS, INC.


                By:
                    ------------------------------------------------------------
                    William C. Samuels, President



                ACTV ENTERTAINMENT, INC.


                By:
                    ------------------------------------------------------------
                    David Reese, President



                                      -6-
<PAGE>

                                    EXHIBIT A

                                  ACTV PATENTS


     Title
     -----

1.    Interactive Cable Television

2.    Dedicated Channel Interactive Cable Television

3.    One Way Interactive Multisubscriber Communication System

4.    Method For Expanding Interactive ACTV Displayable Choices For A Given
      Channel Capacity

5.    Method For Providing Targeted Profile Interactive ACTV Displays

6.    Interactive Television System For Providing Full Motion Synched Compatible
      Audio/Visual Displays

7.    Interactive Television System For Providing Full Motion Synched Compatible
      Audio/Visual Displays From Transmitted Television Signals

8.    Method For Providing An Interactive Full Motion Synched Compatible
      Audio/Visual Television Display

9.    Closed Circuit Television System Having Seamless Interactive Television
      Programming And Expandable User Participation

10.   Multiple Access Television

11.   Simulcast of Interactive Signals With A Conventional Video Signal

12.   Interactive System and Method for Offering Expert Based Interactive
      Program

13.   Compressed Digital Data Interactive Program System



                                      -7-




                                LICENSE AGREEMENT

            AGREEMENT, made as of the 13th day of March, 1997, by and among ACTV
INC. and ACTV HOLDINGS, INC., both Delaware corporations having their corporate
offices at 1270 Avenue of the Americas, Suite 2401, New York, New York 10020
(collectively, "Licensor") and ACTV NET, a Delaware corporation, having its
corporate offices at 1270 Avenue of the Americas, Suite 2401, New York, New York
10020 ("Licensee").

                              W I T N E S S E T H:

            WHEREAS, Licensor is the exclusive owner of certain individualized
television programming and internet/intranet technologies (the "Intellectual
Property"), which Intellectual Property includes the Patents listed on Exhibit A
hereto (the "Patents") and proprietary technologies, programming methods, the
ACTV Programming and Coding Language, Java-based software tools and other trade
secrets and know-how, all relating to the Intellectual Property described in the
Patents, including applications thereof, regardless of distribution or delivery
method; and

            WHEREAS, Licensor wishes to grant to Licensee and Licensee wishes to
obtain from Licensor an exclusive, worldwide license to use and exploit the
Intellectual Property for internet/intranet applications, for distance learning
and business television, and in general for educational and training
applications. Also specifically included are applications from school(s),
universities or business (es), to homes through mass distribution systems such
as cable, DBS, or Wireless cable.

            NOW, THEREFORE, in consideration of one dollar ($1.00), the
foregoing premises and the mutual covenants herein contained, the parties agree
as follows:

            1. Definitions. As used in this Agreement, the following terms shall
have the following meanings:

                  (a) "ACTV Programming" shall mean programming that utilizes
the Intellectual Property, including any Improvements.

                  (b) "Improvements" shall mean any improvement, refinement,
enhancement or other modification of the Intellectual Party.

                  (c) "License" shall mean that exclusive license which the
Licensor hereby grants to the Licensee to use and exploit the Intellectual
Property, including Improvements as set forth in Paragraph 6 hereof, subject to
the terms hereof.

                                      -1-
<PAGE>

                  (d) "Net Sales" shall mean revenues received by License and
its affiliates and Sublicensees (as hereinafter defined), if any, less any
license fees payable to third party providers of content and materials, less
trade discounts allowed, valid credits for claims or allowances, refunds,
returns and recalls and less taxes and other governmental charges levied on or
measured by sales and included in the billing price. "Net Sales" shall not
include revenues derived from services performed basically at cost in connection
with hardware installation, repair or maintenance.

                  (e) "Sublicense" shall mean a grant of rights hereunder by
Licensee to another entity to develop and exploit the Intellectual Property in
defined territories and markets consistent with the terms hereof. "Sublicense"
shall not include a grant to an end user or consumer of the Intellectual
Property and services provided by Licensee or a Sublicensee. "Sublincensee"
shall mean any entity receiving a Sublicense pursuant to the terms hereof.

            2.    Grant of Rights

                  (a) Subject to the terms and conditions herein contained and
for good and valuable consideration, the receipt of which is hereby
acknowledged, Licensor hereby grants to Licensee, subject to the terms hereof, a
worldwide, exclusive, perpetual License to exploit the Intellectual Party and
Improvements for internet/intranet applications, and also for distance learning
and business television, and in general for educational and training
applications. Also, specifically included are applications from school(s),
universities, business(es), or primarily educational channels such as Knowledge
TV or PBS, to homes through mass distribution systems such as cable, DBS, or
broadcast. Licensor hereby agrees promptly to disclose to Licensee the
Intellectual Property licensed hereby.

                  (b) Excluded from the grant of rights hereunder shall be
television programming that is non-fiction entertainment such as the History
Channel or the Discovery Channel, which are within the purview of ACTV
Entertainment.

                  (c) All products which are distributed, sold or utilized in
any manner and which incorporate in any manner all or any part of the
Intellectual Property contained within the License granted hereunder will bear
the proper proprietary rights notice, all as specified in writing by Licensor to
Licensee, as shall be sufficient, in Licensor's judgment, to protect its rights
and interest in the rights granted by Licensor to Licensee pursuant hereto.
Licensee further agrees to give proper notice of trademarks, patents and/or
copyrights where applicable in connection with the use by Licensee of any rights
thereunder, as may be specified from time-to-time Licensor.

                  (d) Licensee agrees that during the term of this Agreement, it
will diligently and actively develop, promote, distribute and market the
Intellectual Property.

            3.  Consideration

                  (a) In consideration for the License granted hereunder,
Licensee shall pay Licensor five (5) percent of all Net Sales (as such term is
defined in the respective sublicense agreement, or if not so defined, then as
defined, herein) by sublicensees of Licensee and five (5)

                                      -2-
<PAGE>

percent of the Net Sales by Licensee at any time that ACTV, Inc. owns directly
or through ACTV Holdings, Inc. less than 50 % of the outstanding Common Stock of
Licensee.

                  (b) Royalty payments shall be made within thirty (30) days of
the end of each calendar quarterly period for sales invoiced by Licensee during
such calendar quarterly period. Each commission payment shall be accompanied by
a report setting forth in reasonable detail the Net Sales during the calendar
quarter and the calculation of royalties based thereon. Licensor shall have the
right once a year and with reasonable notice to examine the books and records of
Licensee. Such examination shall take place at Licensee's principal place of
business during normal business hours.

            4.    Reservation of Rights.

                  (a) Licensee is permitted to assign or sublicense the rights
hereunder granted to any third party, provided such party agrees in writing to
abide by the terms and conditions of this Agreement to the extent applicable to
it.

                  (b) All rights not specifically granted to Licensee hereunder
are reserved to Licensor.

            5. Confidentiality. Licensee shall maintain in strict confidence and
shall not at any time whether before or after the termination of this agreement
(a) utilize for any purpose other than as permitted under this License, or
cause, enable, assist or permit anyone else to utilize, any of the Intellectual
Property or Improvements: (b) disclose to anyone any such Intellectual Property,
Improvements and/or related information (the "Confidential Information") which
is not generally available to the public unless, (i) through no act of Licensee
contrary to the obligations imposed hereby, such Confidential Information
becomes known to the public prior to the date of Licensee's disclosure, (ii)
such Confidential Information is approved for public release by Licensor, (iii)
such Confidential Information is rightfully received by Licensee from a third
party without restrictions and without breach of Licensee's obligations
hereunder, (iv) such Confidential Information is independently developed by
Licensee without breach of this Agreement, (v) such Confidential Information is
required to be disclosed by judicial or governmental proceeding subject to a
protective order or (vi) such disclosure is necessary or appropriate to the
exploitation of the License granted hereby and only then after such person or
entity to whom disclosure is to be made executes a confidentiality agreement
acceptable to Licensor. Notwithstanding the foregoing, Licensee may disclose
such Confidential Information to its employees who need to know such information
(the "Permitted Parties") in order for Licensee to use and exploit the
Intellectual Property pursuant to the terms of this Agreement if it has taken
reasonable steps to impose the aforesaid covenants of confidentiality on said
employees and to ensure that said employees will not violate said covenants,
including, but not limited to, causing said employees to enter into written
agreements in which said covenants of confidentiality are effectively imposed
upon them. Licensee will copy Licensor's Confidential Information only to the
extent reasonably necessary to enable Licensee to exercise its rights under the
License. In making any such copies, Licensee agrees to produce faithfully all
notices respecting copyright, trade secrets, and other proprietary rights.
Nothing contained herein shall prevent Licensee from disclosing in general terms
the nature of its relationship with Licensor.

                                      -3-
<PAGE>

            6. Improvements. Any improvements upon the Intellectual Property
made, conceived, invented or wholly acquired by Licensor during the term of this
Agreement, shall be included hereunder, and Licensee shall have the right to
such improvements (limited, however, by the specific terms hereto) without
payment of any additional royalty. Licensee agrees that if during the term of
this Agreement it or a Sublicensee should make, conceive, invent or acquire any
improvements on the Intellectual Property, or on any component or portion
thereof, it will grant, and hereby does grant, to Licensor a royalty-free,
exclusive, paid up, perpetual license to use such improvements on a world-wide
basis. Each party agrees to disclose promptly to the other party all
improvements so made, conceived, invented or acquired during the term of this
Agreement which are based, in whole or in part, on any of the Intellectual
Property or Improvements.

            7. Representations. Licensor represents and warrants that: (i) it
has the right and authority to enter into this Agreement; (ii) to the best of
its knowledge, it is the sole owner of licensee of all Intellectual Property and
Improvements licensed hereunder and the use thereof will not violate any law or
infringe upon or to violate any rights of any person, firm or corporation; and
(iii) it is not a party to any other existing agreement which would prevent it
from entering into or performing its obligations under the terms of this
Agreement, (iv) to the best of its knowledge, the Patents have been validly
issued, have not been challenged and no adverse claim has been asserted.

            8. Litigation. Licensee shall have the sole responsibility at its
sole cost and expense for protecting the rights granted and to be granted herein
against any third party infringement. Licensee agrees to promptly and diligently
seek to protect all rights granted and to be granted herein from and against any
infringement by third parties.

            9.    Insurance.

                  (a) During the term of this Agreement, Licensee will maintain,
at its own expense, in full force and effect, with a responsible insurance
carrier, reasonably acceptable to Licensor, such product liability insurance as
is customary for a business of the type, nature and size of Licensee.

                  (b) Licensee shall, from time to time upon reasonable request
by the other party, promptly furnish or cause to be furnished to Licensor, a
certificate evidencing the insurance required hereby.

            10.   Termination.

                  (a) In the event that Licensee materially defaults or breaches
any provision of this Agreement, Licensor reserves the right to terminate this
Agreement upon written notice to Licensee; provided, however, that if Licensee,
within 30 days of such written notice, cures such default or breach, this
Agreement shall continue in full force and effect as if such default or breach
had not occurred; and provided, further, should Licensee dispute any such
alleged breach of this Agreement and such dispute is either submitted to
arbitration in due course pursuant to Paragraph 20 hereof or being resolved by
the parties hereto, then there shall be no default hereunder during the period
in which the parties are in arbitration or diligently, and in 

                                      -4-
<PAGE>

good faith, attempting to resolve such dispute; provided, that after the parties
reach an agreement or an arbitrator makes its decision, Licensee shall comply
therewith within 15 days thereof.

                  (b) In the event of any adjudication of bankruptcy which is
not vacated within 30 days, appointment of a receiver by a court of competent
jurisdiction who is not removed within 30 days, assignment for the benefit of
creditors or levy of execution directly involving Licensee, this Agreement shall
thereupon forthwith terminate and no longer be of any further force and effect.

                  (c) In the event of termination of this Agreement for any
reason whatsoever:

                        (i) Licensee shall deliver to Licensor all books, notes,
                  drawings writings and other documents, in the possession of
                  Licensee or the Permitted Parties relating to the Intellectual
                  Property and any Improvements licensed to it under Paragraph
                  2(a) hereof (except that in connection with any Improvements
                  made by Licensee it may retain copies of all such items
                  delivered to Licensor it may retain copies of all such items
                  delivered to Licensor, and may continue to use any such
                  Improvements made by it), together with all copies of any
                  Confidential Information.

                        (ii) All rights granted by Licensor to Licensee shall
                  forthwith revert to Licensor.

                        (iii) Licensor (in the event this Agreement is
                  terminated by reason of Licensee's default hereunder) shall
                  continue to be entitled to use or exploit any exclusive
                  royalty-free license to new developments of Licensee granted
                  pursuant to Paragraph 6 hereof.

                  (d) In the event of termination of this Agreement, Licensee
shall assign to Licensor, at the request of Licensor, all of its right, title
and interest in and to any contracts or agreements relating, directly or
indirectly to the Intellectual Property.

            11. Notices. All notices to be given or payments made hereunder
shall be in writing and sent by hand, federal express or by registered or
certified mail, postage prepaid, addressed to the respective parties at the
addresses set forth above. All notices shall be effective upon receipt. Copies
of all notices to Licensor or Licensee shall be sent to Gersten, Savage,
Kaplowitz, Fredericks & Curtin, LLP, 101 East 52nd Street Avenue, New York, New
York 10022, attention: Wesley C. Fredericks, Esq.

            12. New York Law. This Agreement and all matters or issues
collateral thereto shall be governed by and construed and enforced in accordance
with the laws of the State of New York applicable to contacts made and performed
entirely therein.

            13. Entire Understanding. This Agreement contains the entire
understanding of the parties hereto relating to the subject matter herein
contained, and supersedes any and all


                                      -5-
<PAGE>

prior agreements or understandings relating to the subject matter hereof. This
Agreement may not be changed except by a writing signed by the party sought to
be charged therewith.

            14. No Waiver. No waiver by either party, whether express or
implied, of any provisions of this Agreement or of any breach or default by
either party, shall constitute a continuing waiver or a waiver of any other
provision of this Agreement, and no such waiver by either party shall prevent
such party from enforcing any and all provisions of this Agreement or from
acting upon the same or any subsequent breach or default of the other party. No
waiver of any provision hereunder shall be effective unless it is in writing
signed by the against whom enforcement thereof is sought.

            15. Separability. The provisions set forth in this Agreement shall
be considered to be separable and independent of each other. In the event that
any provision of this Agreement shall be determined in any jurisdiction to be
unenforceable, such determination shall not be deemed to affect the
enforceability of any other remaining provision and the parties agree that any
court making such a determination is hereby requested and empowered to notify
such provision and to substitute for such unenforceable provision such
limitation or provision of maximum scope as the court then deems reasonable and
judicially enforceable and the parties agree that such substitute provision
shall be as enforceable in said jurisdiction as if set forth initially in this
Agreement. Any such substitute provision shall be applicable only in the
jurisdiction in which the original provision was determined to be unenforceable.

            16. Relationship of the Parties. Nothing contained herein shall be
construed to place the parties in the relationship of partners or joint
venturers and neither party shall have the power to bind or obligate the other.

            17. Survival. Unless otherwise provided, the obligations of the
parties hereto shall survive the termination of the term of this Agreement.

            18. Arbitration. All claims, demands, disputes, controversies,
differences or misunderstandings between or among the parties hereto or any
other persons bound hereby arising out of or by virtue of this Agreement, shall
be submitted to and determined by arbitration in the City of New York. If the
parties to a dispute arising out of this Agreement are unable to agree on an
arbitrator within 10 days after any party shall have given written notice to the
other that it desires to submit any issue to arbitration, then the American
Arbitration Association shall be designated by any party to appoint an
arbitrator and to arbitrate the matter under its rules. The award of the
arbitrator shall be made in writing, shall be within the scope of this
Agreement, shall not change any of its terms or conditions, shall be binding and
conclusive on all parties, and shall include a finding for the payment of the
costs of the arbitration proceeding (including reasonable attorneys' fees). It
is further agreed that judgment of a court having jurisdiction may be entered
upon the award of the arbitrator.

            IN WITNESS WHEREOF, the parties have caused this Agreement to be
duly executed as of the day and year first above written.

                              ACTV, INC.

                              By:
                                  ----------------------------------------------
                                  William C. Samuels, Chairman and
                                    Chief Executive Officer

                              ACTV, HOLDINGS, INC.

                              By:
                                  ----------------------------------------------
                                  William C. Samuels, President



                              ACTV NET, INC.

                              By:
                                  ----------------------------------------------
                                  Bruce Crowley, President


                                      -6-
<PAGE>

                                    EXHIBIT A

                                  ACTV PATENTS

   Title
   -----

1.    Interactive Cable Television

2.    Dedicated Channel Interactive Cable Television

3.    One Way Interactive Multisubscriber Communication System

4.    Method For Expanding Interactive ACTV Displayable Choices For A Given
      Channel Capacity

5.    Method For Providing Targeted Profile Interactive ACTV Displays

6.    Interactive Television System For Providing Full Motion Synched Compatible
      Audio/Visual Displays

7.    Interactive Television System For Providing Full Motion Synched Compatible
      Audio/Visual Displays From Transmitted Television Signals

8.    Method For Providing An Interactive Full Motion Synched Compatible
      Audio/Visual Television Display

9.    Closed Circuit Television System Having Seamless Interactive Television
      Programming And Expandable User Participation

10.   Multiple Access Television

11.   A Distance Learning System Providing Individual Television Participation,
      Audio Responses, And Memory For Every Student

12.   Simulcast of Interactive Signals With A Conventional Video Signal

13.   Interactive System and Method for Offering Expert Based Interactive
      Program

14.   Compressed Digital Data Interactive Program System


                                      -7-



                             SUBLICENSE AGREEMENT

            AGREEMENT, made as of the 14th day of March , 1997, by and between
ACTV ENTERTAINMENT, INC., a New York corporation, having its corporate offices
at 1270 Avenue of the Americas, Suite 2401, New York, New York 10020
("Licensor") and THE LOS ANGELES INDIVIDUALIZED TELEVISION NETWORK, INC., a
Delaware corporation having its corporate offices at 9454 Wilshire Boulevard,
Suite 1010, Los Angeles, California ("Licensee").

                              W I T N E S S E T H

            WHEREAS, Licensor is the exclusive licensee, with right to
sublicense, of certain individualized television programming technologies (the
"Intellectual Property"), which Intellectual Property includes the Patents
listed on Exhibit A hereto (the "Patents") and proprietary technologies,
programming methods, the ACTV Programming and Coding Language, and other trade
secrets and know-how, all relating to the Intellectual Property described in the
Patents, including applications thereof, regardless of distribution or delivery
method; and

            WHEREAS, Licensor wishes to grant to Licensee and Licensee wishes to
obtain from Licensor an exclusive sublicense in the Territory to use and exploit
the Intellectual Property in the distribution of individualized television
directly to home subscribers, based on the enhancement license agreement dated
December 3, 1996 between Prime Ticket Networks, L.P. (FOX Sports West) and ACTV,
Inc. (the "Fox Sports West Agreement").

            NOW, THEREFORE, in consideration of one dollar ($1.00), the
foregoing premises and the mutual covenants herein contained, the parties agree
as follows:

            1.    Definitions. As used in this Agreement, the following terms 
shall have the following meanings:

                  (a) "ACTV Programming" shall mean programming that utilizes
the Intellectual Property, including any Improvements.

                  (b) "Improvements" shall mean any improvement, refinement,
enhancement or other modification of the Intellectual Property.

                  (c) "License" shall mean that exclusive sublicense which the
Licensor hereby grants to the Licensee to use and exploit the Intellectual
Property, including Improvements as set forth in Paragraph 6 hereof, subject to
the terms hereof.

                  (d) "Net Sales" shall mean subscriber and advertising revenues
received 


<PAGE>


by Licensee and its affiliates and sublicensees, if any, after payment
to Fox Sports West of subscriber and advertising fees pursuant to the Fox Sports
West Agreement (less trade discounts allowed, valid credits for claims or
allowances, refunds, returns and recalls and less taxes and other governmental
charges levied on or measured by sales and included in the billing price).

                  (e) "Territory" shall mean the local footprint of FOX Sports
West, which is that portion of the state of California which is south of the
northern boundaries of Monterey, San Benito, Fresno and Inyo Counties, plus the
State of Hawaii and Clark County, Nevada as such may be modified from
time-to-time.

            2.    Grant of Rights.

                  (a) Subject to the terms and conditions herein contained and
for good and valuable consideration, the receipt of which is hereby
acknowledged, Licensor hereby grants to Licensee, subject to the terms hereof,
an exclusive License to use, distribute and sublicense the Intellectual Property
and Improvements throughout the Territory for individualized television based on
the FOX Sports Southwest license directly to home subscribers, through the mass
distribution systems of cable television, direct-broadcast satellite television,
broadcast television, wireless and any future broadband distribution system
located in the Territory. Licensor hereby agrees promptly to disclose to
Licensee the Intellectual Property licensed hereby.

                  (b) Licensee shall not sell, lease or distribute, and shall
take all steps reasonably requested by Licensor to prohibit others from selling,
leasing or distributing any television programming related to the Intellectual
Property anywhere outside the Territory without the prior written consent of
Licensor.

                  (c) All products, including, without limitation, television
programming, which are distributed, sold or utilized in any manner and which
incorporate in any manner all or any part of the Intellectual Property contained
within the License granted hereunder will bear the proper proprietary rights
notice, all as specified in writing by Licensor to Licensee, as shall be
sufficient, in Licensor's judgment, to protect its rights and interest in the
rights granted by Licensor to Licensee pursuant hereto. Licensee further agrees
to give proper notice of trademarks, patents and/or copyrights where applicable
in connection with the use by Licensee of any rights hereunder, as may be
specified from time-to-time by Licensor.

                  (d) Licensee agrees that during the term of this Agreement, it
will diligently and actively develop, promote, distribute and market ACTV
Programming in the Territory.


                                       2
<PAGE>

            3. Consideration.

                  (a) In consideration for the License granted hereunder,
Licensee shall pay Licensor eight (8) percent of all Net Sales by Licensee, its
affiliates or sublicensees (except as otherwise agreed by Licensor in writing).

                  (b) Royalty payments shall be made within thirty (30) days of
the end of each calendar quarterly period for sales invoiced by Licensee during
such calendar quarterly period. Each commission payment shall be accompanied by
a report setting forth in reasonable detail the Net Sales during the calendar
quarter and the calculation of royalties based thereon. Licensor shall have the
right once a year and with reasonable notice to examine the books and records of
Licensee. Such examination shall take place at Licensee's principal place of
business during normal business hours.

            4. Sublicense and Reservation of Rights.

                  (a) Licensee is only permitted to assign or sublicense the
rights hereunder granted to any third party, provided (i) such party agrees in
writing to abide by the terms and conditions of this Agreement to the extent
applicable to it and (ii) the sublicensee or assignee and the terms and
conditions of the assignment or sublicense are approved in writing by Licensor.

                  (b) All rights not specifically granted to Licensee hereunder
are reserved to Licensor.

            5. Confidentiality. Licensee shall maintain in strict confidence and
shall not at any time whether before or after the termination of this agreement
(a) utilize for any purpose other than as permitted under this License, or
cause, enable, assist or permit anyone else to utilize, any of the Intellectual
Property or Improvements; (b) disclose to anyone any such Intellectual Property,
Improvements and/or related information (the "Confidential Information") which
is not generally available to the public unless, (i) through no act of Licensee
contrary to the obligations imposed hereby, such Confidential Information
becomes known to the public prior to the date of Licensee's disclosure, (ii)
such Confidential Information is approved for public release by Licensor, (iii)
such Confidential Information is rightfully received by Licensee from a third
party without restrictions and without breach of Licensee's obligations
hereunder, (iv) such Confidential Information is independently developed by
Licensee without breach of this Agreement, (v) such Confidential Information is
required to be disclosed by judicial or governmental proceeding subject to a
protective order or (vi) such disclosure is necessary or appropriate to the
exploitation of the License granted hereby and only then after such person or
entity to whom disclosure is to be made executes a confidentiality agreement
acceptable to Licensor. Notwithstanding the foregoing, Licensee may disclose
such Confidential Information to its employees who need to know such information
in order for Licensee to use and exploit the Intellectual Property pursuant to
the terms of this Agreement if it has taken reasonable steps to impose the
aforesaid covenants of confidentiality on said employees and to ensure that said
employees will not violate said covenants, including, but not


                                       3
<PAGE>

limited to, causing said employees to enter into written agreements in which
said covenants of confidentiality are effectively imposed upon them. Licensee
will copy Licensor's Confidential Information only to the extent reasonably
necessary to enable Licensee to exercise its rights under the License. In making
any such copies, Licensee agrees to produce faithfully all notices respecting
copyright, trade secrets, and other proprietary rights. Nothing contained herein
shall prevent Licensee from disclosing in general terms the nature of its
relationship with Licensor.

            6. Improvements. Any improvements upon the Intellectual Property
made, conceived, invented or wholly acquired by Licensor during the term of this
Agreement, shall be included hereunder, and Licensee shall have the right to
such improvements (limited, however, by the specific terms hereof) without
payment of any additional royalty. Licensee agrees that if during the term of
this Agreement it should make, conceive, invent or acquire any improvements to
the Intellectual Property, or any component or portion thereof, it will grant,
and hereby does grant, to Licensor a royalty-free, exclusive, paid up, perpetual
license, to use such improvements, on a world-wide basis. Each party agrees to
disclose promptly to the other party all improvements so made, conceived,
invented or acquired during the term of this Agreement which are based, in whole
or in part, on any of the Intellectual Property or Improvements.

            7. Representations. Licensor represents and warrants that: (i) it
has the right and authority to enter into this Agreement; (ii) to the best of
its knowledge, it is the sole owner or licensee of all Intellectual Property and
Improvements licensed hereunder and the use thereof will not violate any law or
infringe upon or violate any rights of any person, firm or corporation; (iii) it
is not a party to any other existing agreement which would prevent it from
entering into or performing its obligations under the terms of this Agreement
and (iv) to the best of its knowledge, the Patents have been validly issued,
have not been challenged and no adverse claim has been asserted.

            8. Litigation. Licensee shall have the sole responsibility at its
sole cost and expense for protecting the rights granted and to be granted herein
against any third party infringement. Licensee agrees promptly and diligently to
seek to protect all rights granted and to be granted herein from and against any
infringement by third parties.

            9. Insurance.

                  (a) During the term of this Agreement, Licensee will maintain,
at its own expense, in full force and effect, with a responsible insurance
carrier, reasonably acceptable to Licensor, such product liability insurance as
is customary for a business of the type, nature and size of Licensee.

                  (b) Licensee shall, from time to time upon reasonable request
by the other party, promptly furnish or cause to be furnished to Licensor, a
certificate evidencing the insurance required hereby.


                                       4
<PAGE>


            10.   Term and Termination.

                  (a) Unless terminated sooner by the operation of paragraphs
10(b) or (c) hereof, this Agreement shall terminate on June 30, 2003, but shall
be extended for successive one (1) year terms so long as the Fox Sports West
Agreement, or a successor thereof, is in effect.

                  (b) In the event that the Licensee materially defaults or
breaches any provision of this Agreement, Licensor reserves the right to
terminate this Agreement upon written notice to Licensee; provided, however,
that if Licensee, within 30 days of such written notice, cures such default or
breach, this Agreement shall continue in full force and effect as if such
default or breach had not occurred; and provided, further, should Licensee
dispute any such alleged breach of this Agreement and such dispute is either
submitted to arbitration in due course pursuant to Paragraph 18 hereof or being
resolved by the parties hereto, then there shall be no default hereunder during
the period in which the parties are in arbitration or diligently, and in good
faith, attempting to resolve such dispute; provided, that after the parties
reach an agreement or an arbitrator makes its decision, Licensee shall comply
therewith within 15 days thereof.

                  (c) In the event of any adjudication of bankruptcy which is
not vacated within 30 days, appointment of a receiver by a court of competent
jurisdiction who is not removed within 30 days, assignment for the benefit of
creditors or levy of execution directly involving Licensee, this Agreement shall
thereupon forthwith terminate and no longer be of any further force and effect.

                  (d) In the event of termination of this Agreement for any
reason whatsoever:

                      (i) Licensee shall deliver to Licensor all books, notes,
                      drawings, writings and other documents, in the possession
                      of Licensee or the Permitted Parties relating to the
                      Intellectual Property and any Improvements licensed to it
                      under Paragraph 2(a) hereof (except that in connection
                      with any Improvements made by Licensee it may retain
                      copies of all such items delivered to Licensor and may
                      continue to use any such Improvements made by it),
                      together with all copies of any Confidential Information.

                      (ii) All rights granted by Licensor to Licensee shall
                      forthwith revert to Licensor.

                      (iii) Licensor (in the event this Agreement is terminated
                      by reason of Licensee's default hereunder) shall continue
                      to be entitled to use or exploit any exclusive
                      royalty-free license to new developments of Licensee
                      granted pursuant to Paragraph 6 hereof.


                                       5
<PAGE>


                  (e) In the event of termination of this Agreement, Licensee
shall assign to Licensor, at the request of Licensor, all of its right, title
and interest in and to any contracts or agreements relating, directly or
indirectly to the Intellectual Property.

            11. Notices. All notices to be given or payments made hereunder
shall be in writing and sent by hand, federal express or by registered or
certified mail, postage prepaid, addressed to the respective parties at the
addresses set forth above. All notices shall be effective upon receipt. Copies
of all notices to Licensor or Licensee shall be sent to Gersten, Savage,
Kaplowitz, Fredericks & Curtin, LLP, 101 East 52nd Street, New York, New York
10022, attention: Wesley C. Fredericks, Jr., Esq.

            12. New York Law. This Agreement and all matters or issues
collateral thereto shall be governed by and construed and enforced in accordance
with the laws of the State of New York applicable to contacts made and performed
entirely therein.

            13. Entire Understanding. This Agreement contains the entire
understanding of the parties hereto relating to the subject matter herein
contained, and supersedes any and all prior agreements or understandings
relating to the subject matter hereof. This Agreement may not be changed except
by a writing signed by the party sought to be charged therewith.

            14. No Waiver. No waiver by either party, whether express or
implied, of any provisions of this Agreement or of any breach or default by
either party, shall constitute a continuing waiver or a waiver of any other
provision of this Agreement, and no such waiver by either party shall prevent
such party from enforcing any and all provisions of this Agreement or from
acting upon the same or any subsequent breach or default of the other party. No
waiver of any provision hereunder shall be effective unless it is in writing
signed by the against whom enforcement thereof is sought.

            15. Separability. The provisions set forth in this Agreement shall
be considered to be separable and independent of each other. In the event that
any provision of this Agreement shall be determined in any jurisdiction to be
unenforceable, such determination shall not be deemed to affect the
enforceability of any other remaining provision and the parties agree that any
court making such a determination is hereby requested and empowered to modify
such provision and to substitute for such enforceable provision such limitation
or provision of a maximum scope as the court then deems reasonable and
judicially enforceable and the parties agree that such substitute provision
shall be as enforceable in said jurisdiction as if set forth initially in this
Agreement. Any such substitute provision shall be applicable only in the
jurisdiction in which the original provision was determined to be unenforceable.

            16. Relationship of the Parties. Nothing contained herein shall be
construed to place the parties in the relationship of partners or joint
venturers and neither party shall have the power to bind or obligate the other.


                                       6
<PAGE>

            17. Survival. Unless otherwise provided, the obligations of the
parties hereto shall survive the termination of the term of this Agreement.

            18. Arbitration. All claims, demands, disputes, controversies,
differences or misunderstandings between or among the parties hereto or any
other persons bound hereby arising out of or by virtue of this Agreement, shall
be submitted to and determined by arbitration in the City of New York. If the
parties to a dispute arising out of this Agreement are unable to agree on an
arbitrator within 10 days after any party shall have given written notice to the
other that it desires to submit any issue to arbitration, then the American
Arbitration Association shall be designated by any party to appoint an
arbitrator and to arbitrate the matter under its rules. The award of the
arbitrator shall be made in writing, shall be within the scope of this
Agreement, shall not change any of its terms or conditions, shall be binding and
conclusive on all parties, and shall include a finding for the payment of the
costs of the arbitration proceeding (including reasonable attorneys' fees). It
is further agreed that judgment of a court having jurisdiction may be entered
upon the award of the arbitrator.

            IN WITNESS WHEREOF, the parties have caused this Agreement to be
duly executed as of the day and year first above written.

                                           ACTV ENTERTAINMENT, INC.



                                           By:
                                              -------------------------
                                               David Reese, President

                                           THE LOS ANGELES INDIVIDUALIZED
                                           TELEVISION NETWORK, INC.




                                           By:
                                              -------------------------
                                               Christopher C. Cline, Secretary



                                       7




                             SUBLICENSE AGREEMENT

            AGREEMENT, made as of the 1st day of January, 1998, by and between
ACTV ENTERTAINMENT, INC., a New York corporation, having its corporate offices
at 1270 Avenue of the Americas, Suite 2401, New York, New York 10020
("Licensor") and THE SAN FRANCISCO INDIVIDUALIZED TELEVISION NETWORK, INC., a
Delaware corporation having its corporate offices at 9454 Wilshire Boulevard,
Suite 1010, Los Angeles, California ("Licensee").

                              W I T N E S S E T H

            WHEREAS, Licensor is the exclusive licensee, with right to
sublicense, of certain individualized television programming technologies (the
"Intellectual Property"), which Intellectual Property includes the Patents
listed on Exhibit A hereto (the "Patents") and proprietary technologies,
programming methods, the ACTV Programming and Coding Language, and other trade
secrets and know-how, all relating to the Intellectual Property described in the
Patents, including applications thereof, regardless of distribution or delivery
method; and

            WHEREAS, Licensor wishes to grant to Licensee and Licensee wishes to
obtain from Licensor an exclusive sublicense in the Territory to use and exploit
the Intellectual Property in the distribution of individualized television
directly to home subscribers, based on the proposed agreement between
SportsChannel Pacific Associates, d/b/a FOX Sports Bay Area and ACTV, Inc. (the
"Fox Sports Bay Area Agreement").

            NOW, THEREFORE, in consideration of one dollar ($1.00), the
foregoing premises and the mutual covenants herein contained, the parties agree
as follows:

            1.   Definitions. As used in this Agreement, the following terms 
shall have the following meanings:

                  (a) "ACTV Programming" shall mean programming that utilizes
the Intellectual Property, including any Improvements.

                  (b) "Improvements" shall mean any improvement, refinement,
enhancement or other modification of the Intellectual Property.

                  (c) "License" shall mean that exclusive sublicense which the
Licensor hereby grants to the Licensee to use and exploit the Intellectual
Property, including Improvements as set forth in Paragraph 6 hereof, subject to
the terms hereof.


<PAGE>

                  (d) "Net Sales" shall mean subscriber and advertising revenues
received by Licensee and its affiliates and sublicensees, if any, after payment
to Fox Sports Bay Area of subscriber and advertising fees pursuant to the Fox
Sports Bay Area Agreement (less trade discounts allowed, valid credits for
claims or allowances, refunds, returns and recalls and less taxes and other
governmental charges levied on or measured by sales and included in the billing
price).

                  (e) "Territory" shall mean the local footprint of FOX Sports
Bay Area which includes selected counties within the State of California and as
such may be modified from time-to-time.

            2.    Grant of Rights.

                  (a) Subject to the terms and conditions herein contained and
for good and valuable consideration, the receipt of which is hereby
acknowledged, Licensor hereby grants to Licensee, subject to the terms hereof,
an exclusive License to use, distribute and sublicense the Intellectual Property
and Improvements throughout the Territory for individualized television based on
the Fox Sports Bay Area license directly to home subscribers, through the mass
distribution systems of cable television, direct-broadcast satellite television,
broadcast television, wireless and any future broadband distribution system
located in the Territory. Licensor hereby agrees promptly to disclose to
Licensee the Intellectual Property licensed hereby.

                  (b) Licensee shall not sell, lease or distribute, and shall
take all steps reasonably requested by Licensor to prohibit others from selling,
leasing or distributing any television programming related to the Intellectual
Property anywhere outside the Territory without the prior written consent of
Licensor.

                  (c) All products, including, without limitation, television
programming, which are distributed, sold or utilized in any manner and which
incorporate in any manner all or any part of the Intellectual Property contained
within the License granted hereunder will bear the proper proprietary rights
notice, all as specified in writing by Licensor to Licensee, as shall be
sufficient, in Licensor's judgment, to protect its rights and interest in the
rights granted by Licensor to Licensee pursuant hereto. Licensee further agrees
to give proper notice of trademarks, patents and/or copyrights where applicable
in connection with the use by Licensee of any rights hereunder, as may be
specified from time-to-time by Licensor.

                  (d) Licensee agrees that during the term of this Agreement, it
will diligently and actively develop, promote, distribute and market ACTV
Programming in the Territory.

                                       2


<PAGE>

            3.    Consideration.

                  (a) In consideration for the License granted hereunder,
Licensee shall pay Licensor eight (8) percent of all Net Sales by Licensee, its
affiliates or sublicensees (except as otherwise agreed by Licensor in writing).

                  (b) Royalty payments shall be made within thirty (30) days of
the end of each calendar quarterly period for sales invoiced by Licensee during
such calendar quarterly period. Each commission payment shall be accompanied by
a report setting forth in reasonable detail the Net Sales during the calendar
quarter and the calculation of royalties based thereon. Licensor shall have the
right once a year and with reasonable notice to examine the books and records of
Licensee. Such examination shall take place at Licensee's principal place of
business during normal business hours.

            4.    Sublicense and Reservation of Rights.

                  (a) Licensee is only permitted to assign or sublicense the
rights hereunder granted to any third party, provided (i) such party agrees in
writing to abide by the terms and conditions of this Agreement to the extent
applicable to it and (ii) the sublicensee or assignee and the terms and
conditions of the assignment or sublicense are approved in writing by Licensor.

                  (b) All rights not specifically granted to Licensee hereunder
are reserved to Licensor.

            5.    Confidentiality. Licensee shall maintain in strict confidence 
and shall not at any time whether before or after the termination of this
agreement (a) utilize for any purpose other than as permitted under this
License, or cause, enable, assist or permit anyone else to utilize, any of the
Intellectual Property or Improvements; (b) disclose to anyone any such
Intellectual Property, Improvements and/or related information (the
"Confidential Information") which is not generally available to the public
unless, (i) through no act of Licensee contrary to the obligations imposed
hereby, such Confidential Information becomes known to the public prior to the
date of Licensee's disclosure, (ii) such Confidential Information is approved
for public release by Licensor, (iii) such Confidential Information is
rightfully received by Licensee from a third party without restrictions and
without breach of Licensee's obligations hereunder, (iv) such Confidential
Information is independently developed by Licensee without breach of this
Agreement, (v) such Confidential Information is required to be disclosed by
judicial or governmental proceeding subject to a protective order or (vi) such
disclosure is necessary or appropriate to the exploitation of the License
granted hereby and only then after such person or entity to whom disclosure is
to be made executes a confidentiality agreement acceptable to Licensor.
Notwithstanding the foregoing, Licensee may disclose such Confidential
Information to its employees who need to know such information in order for
Licensee to use and exploit the Intellectual Property pursuant to the terms of
this Agreement if it has taken reasonable steps to impose the aforesaid
covenants of confidentiality on said employees and to ensure that said employees
will not violate said covenants, including, but not

                                       3
<PAGE>


limited to, causing said employees to enter into written agreements in which
said covenants of confidentiality are effectively imposed upon them. Licensee
will copy Licensor's Confidential Information only to the extent reasonably
necessary to enable Licensee to exercise its rights under the License. In making
any such copies, Licensee agrees to produce faithfully all notices respecting
copyright, trade secrets, and other proprietary rights. Nothing contained herein
shall prevent Licensee from disclosing in general terms the nature of its
relationship with Licensor.

            6.    Improvements. Any improvements upon the Intellectual Property
made, conceived, invented or wholly acquired by Licensor during the term of this
Agreement, shall be included hereunder, and Licensee shall have the right to
such improvements (limited, however, by the specific terms hereof) without
payment of any additional royalty. Licensee agrees that if during the term of
this Agreement it should make, conceive, invent or acquire any improvements to
the Intellectual Property, or any component or portion thereof, it will grant,
and hereby does grant, to Licensor a royalty-free, exclusive, paid up, perpetual
license, to use such improvements, on a world-wide basis. Each party agrees to
disclose promptly to the other party all improvements so made, conceived,
invented or acquired during the term of this Agreement which are based, in whole
or in part, on any of the Intellectual Property or Improvements.

            7.    Representations. Licensor represents and warrants that: (i) it
has the right and authority to enter into this Agreement; (ii) to the best of
its knowledge, it is the sole owner or licensee of all Intellectual Property and
Improvements licensed hereunder and the use thereof will not violate any law or
infringe upon or violate any rights of any person, firm or corporation; (iii) it
is not a party to any other existing agreement which would prevent it from
entering into or performing its obligations under the terms of this Agreement
and (iv) to the best of its knowledge, the Patents have been validly issued,
have not been challenged and no adverse claim has been asserted.

            8.    Litigation. Licensee shall have the sole responsibility at its
sole cost and expense for protecting the rights granted and to be granted herein
against any third party infringement. Licensee agrees promptly and diligently to
seek to protect all rights granted and to be granted herein from and against any
infringement by third parties.

            9.    Insurance.

                  (a) During the term of this Agreement, Licensee will maintain,
at its own expense, in full force and effect, with a responsible insurance
carrier, reasonably acceptable to Licensor, such product liability insurance as
is customary for a business of the type, nature and size of Licensee.

                  (b) Licensee shall, from time to time upon reasonable request
by the other party, promptly furnish or cause to be furnished to Licensor, a
certificate evidencing the insurance required hereby.


                                       4
<PAGE>

            10.   Term and Termination.

                  (a) Unless terminated sooner by the operation of paragraphs
10(b) or (c) hereof, this Agreement shall terminate on September 30, 2003, but
shall be extended for successive one (1) year terms so long as the Fox Sports
Bay Area Agreement, or a successor thereof, is in effect.

                  (b) In the event that the Licensee materially defaults or
breaches any provision of this Agreement, Licensor reserves the right to
terminate this Agreement upon written notice to Licensee; provided, however,
that if Licensee, within 30 days of such written notice, cures such default or
breach, this Agreement shall continue in full force and effect as if such
default or breach had not occurred; and provided, further, should Licensee
dispute any such alleged breach of this Agreement and such dispute is either
submitted to arbitration in due course pursuant to Paragraph 18 hereof or being
resolved by the parties hereto, then there shall be no default hereunder during
the period in which the parties are in arbitration or diligently, and in good
faith, attempting to resolve such dispute; provided, that after the parties
reach an agreement or an arbitrator makes its decision, Licensee shall comply
therewith within 15 days thereof.

                  (c) In the event of any adjudication of bankruptcy which is
not vacated within 30 days, appointment of a receiver by a court of competent
jurisdiction who is not removed within 30 days, assignment for the benefit of
creditors or levy of execution directly involving Licensee, this Agreement shall
thereupon forthwith terminate and no longer be of any further force and effect.

                  (d) In the event of termination of this Agreement for any
reason whatsoever:

                      (i) Licensee shall deliver to Licensor all books, notes,
                      drawings, writings and other documents, in the
                      possession of Licensee or the Permitted Parties relating
                      to the Intellectual Property and any Improvements
                      licensed to it under Paragraph 2(a) hereof (except that
                      in connection with any Improvements made by Licensee it
                      may retain copies of all such items delivered to
                      Licensor and may continue to use any such Improvements
                      made by it), together with all copies of any
                      Confidential Information.

                      (ii) All rights granted by Licensor to Licensee shall
                      forthwith revert to Licensor.

                      (iii) Licensor (in the event this Agreement is terminated 
                      by reason of Licensee's default hereunder) shall continue 
                      to be entitled to use or exploit any exclusive 
                      royalty-free license to new developments of
                      Licensee granted pursuant to Paragraph 6 hereof.

                                       5

<PAGE>

                  (e) In the event of termination of this Agreement, Licensee
shall assign to Licensor, at the request of Licensor, all of its right, title
and interest in and to any contracts or agreements relating, directly or
indirectly to the Intellectual Property.

            11. Notices. All notices to be given or payments made hereunder
shall be in writing and sent by hand, federal express or by registered or
certified mail, postage prepaid, addressed to the respective parties at the
addresses set forth above. All notices shall be effective upon receipt. Copies
of all notices to Licensor or Licensee shall be sent to Gersten, Savage,
Kaplowitz, Fredericks & Curtin, LLP, 101 East 52nd Street, New York, New York
10022, attention: Wesley C. Fredericks, Jr., Esq.

            12. New York Law. This Agreement and all matters or issues
collateral thereto shall be governed by and construed and enforced in accordance
with the laws of the State of New York applicable to contacts made and performed
entirely therein.

            13. Entire Understanding. This Agreement contains the entire
understanding of the parties hereto relating to the subject matter herein
contained, and supersedes any and all prior agreements or understandings
relating to the subject matter hereof. This Agreement may not be changed except
by a writing signed by the party sought to be charged therewith.

            14. No Waiver. No waiver by either party, whether express or
implied, of any provisions of this Agreement or of any breach or default by
either party, shall constitute a continuing waiver or a waiver of any other
provision of this Agreement, and no such waiver by either party shall prevent
such party from enforcing any and all provisions of this Agreement or from
acting upon the same or any subsequent breach or default of the other party. No
waiver of any provision hereunder shall be effective unless it is in writing
signed by the against whom enforcement thereof is sought.

            15. Separability. The provisions set forth in this Agreement shall
be considered to be separable and independent of each other. In the event that
any provision of this Agreement shall be determined in any jurisdiction to be
unenforceable, such determination shall not be deemed to affect the
enforceability of any other remaining provision and the parties agree that any
court making such a determination is hereby requested and empowered to modify
such provision and to substitute for such enforceable provision such limitation
or provision of a maximum scope as the court then deems reasonable and
judicially enforceable and the parties agree that such substitute provision
shall be as enforceable in said jurisdiction as if set forth initially in this
Agreement. Any such substitute provision shall be applicable only in the
jurisdiction in which the original provision was determined to be unenforceable.

            16. Relationship of the Parties. Nothing contained herein shall be
construed to place the parties in the relationship of partners or joint
venturers and neither party shall have


                                       6
<PAGE>

the power to bind or obligate the other.

            17. Survival. Unless otherwise provided, the obligations of the
parties hereto shall survive the termination of the term of this Agreement.

            18. Arbitration. All claims, demands, disputes, controversies,
differences or misunderstandings between or among the parties hereto or any
other persons bound hereby arising out of or by virtue of this Agreement, shall
be submitted to and determined by arbitration in the City of New York. If the
parties to a dispute arising out of this Agreement are unable to agree on an
arbitrator within 10 days after any party shall have given written notice to the
other that it desires to submit any issue to arbitration, then the American
Arbitration Association shall be designated by any party to appoint an
arbitrator and to arbitrate the matter under its rules. The award of the
arbitrator shall be made in writing, shall be within the scope of this
Agreement, shall not change any of its terms or conditions, shall be binding and
conclusive on all parties, and shall include a finding for the payment of the
costs of the arbitration proceeding (including reasonable attorneys' fees). It
is further agreed that judgment of a court having jurisdiction may be entered
upon the award of the arbitrator.


            IN WITNESS WHEREOF, the parties have caused this Agreement to be
duly executed as of the day and year first above written.


                                           ACTV ENTERTAINMENT, INC.

                                           By:
                                              --------------------------
                                               David Reese, President

                                           THE SAN FRANCISCO INDIVIDUALIZED
                                           TELEVISION NETWORK, INC.


                                           By:
                                              --------------------------
                                                Christopher C. Cline, Secretary




                             SUBLICENSE AGREEMENT

            AGREEMENT, made as of the 14th day of March, 1997, by and between
ACTV ENTERTAINMENT, INC., a New York corporation, having its corporate offices
at 1270 Avenue of the Americas, Suite 2401, New York, New York 10020
("Licensor") and THE TEXAS INDIVIDUALIZED TELEVISION NETWORK, INC., a Delaware
corporation having its corporate offices at 9454 Wilshire Boulevard, Suite 1010,
Los Angeles, California ("Licensee").

                              W I T N E S S E T H

            WHEREAS, Licensor is the exclusive licensee, with right to
sublicense, of certain individualized television programming technologies (the
"Intellectual Property"), which Intellectual Property includes the Patents
listed on Exhibit A hereto (the "Patents") and proprietary technologies,
programming methods, the ACTV Programming and Coding Language, and other trade
secrets and know-how, all relating to the Intellectual Property described in the
Patents, including applications thereof, regardless of distribution or delivery
method; and

            WHEREAS, Licensor wishes to grant to Licensee and Licensee wishes to
obtain from Licensor an exclusive sublicense in the Territory to use and exploit
the Intellectual Property in the distribution of individualized television
directly to home subscribers, based on the enhancement license agreement dated
February 28, 1997 between ARC Holding, L.P. (FOX Sports Southwest) and ACTV,
Inc. (the "Fox Sports Southwest Agreement").

            NOW, THEREFORE, in consideration of one dollar ($1.00), the
foregoing premises and the mutual covenants herein contained, the parties agree
as follows:

            1.    Definitions. As used in this Agreement, the following terms 
shall have the following meanings:

                  (a) "ACTV Programming" shall mean programming that utilizes
the Intellectual Property, including any Improvements.

                  (b) "Improvements" shall mean any improvement, refinement,
enhancement or other modification of the Intellectual Property.

                  (c) "License" shall mean that exclusive sublicense which the
Licensor hereby grants to the Licensee to use and exploit the Intellectual
Property, including Improvements as set forth in Paragraph 6 hereof, subject to
the terms hereof.

                  (d) "Net Sales" shall mean subscriber and advertising revenues
received


<PAGE>


by Licensee and its affiliates and sublicensees, if any, after payment to Fox
Sports Southwest of subscriber and advertising fees pursuant to the Fox Sports
Southwest Agreement (less trade discounts allowed, valid credits for claims or
allowances, refunds, returns and recalls and less taxes and other governmental
charges levied on or measured by sales and included in the billing price).

                  (e) "Territory" shall mean the local footprint of FOX Sports
Southwest, which is the States of Texas, Arkansas, Louisiana, and Oklahoma, and
the following counties in the State of New Mexico: Lea, Eddy, Roosevelt, Curry,
Chavez, DeBaca, Dona Ana, Quay and Union, as such may be modified from
time-to-time.

            2.    Grant of Rights.

                  (a) Subject to the terms and conditions herein contained and
for good and valuable consideration, the receipt of which is hereby
acknowledged, Licensor hereby grants to Licensee, subject to the terms hereof,
an exclusive License to use, distribute and sublicense the Intellectual Property
and Improvements throughout the Territory for individualized television based on
the FOX Sports Southwest license directly to home subscribers, through the mass
distribution systems of cable television, direct-broadcast satellite television,
broadcast television, wireless and any future broadband distribution system
located in the Territory. Licensor hereby agrees promptly to disclose to
Licensee the Intellectual Property licensed hereby.

                  (b) Licensee shall not sell, lease or distribute, and shall
take all steps reasonably requested by Licensor to prohibit others from selling,
leasing or distributing any television programming related to the Intellectual
Property anywhere outside the Territory without the prior written consent of
Licensor.

                  (c) All products, including, without limitation, television
programming, which are distributed, sold or utilized in any manner and which
incorporate in any manner all or any part of the Intellectual Property contained
within the License granted hereunder will bear the proper proprietary rights
notice, all as specified in writing by Licensor to Licensee, as shall be
sufficient, in Licensor's judgment, to protect its rights and interest in the
rights granted by Licensor to Licensee pursuant hereto. Licensee further agrees
to give proper notice of trademarks, patents and/or copyrights where applicable
in connection with the use by Licensee of any rights hereunder, as may be
specified from time-to-time by Licensor.

                  (d) Licensee agrees that during the term of this Agreement, it
will diligently and actively develop, promote, distribute and market ACTV
Programming in the Territory.


                                       2
<PAGE>


            3. Consideration.

                  (a) In consideration for the License granted hereunder,
Licensee shall pay Licensor eight (8) percent of all Net Sales by Licensee, its
affiliates or sublicensees (except as otherwise agreed by Licensor in writing).

                  (b) Royalty payments shall be made within thirty (30) days of
the end of each calendar quarterly period for sales invoiced by Licensee during
such calendar quarterly period. Each commission payment shall be accompanied by
a report setting forth in reasonable detail the Net Sales during the calendar
quarter and the calculation of royalties based thereon. Licensor shall have the
right once a year and with reasonable notice to examine the books and records of
Licensee. Such examination shall take place at Licensee's principal place of
business during normal business hours.

            4. Sublicense and Reservation of Rights.

                  (a) Licensee is only permitted to assign or sublicense the
rights hereunder granted to any third party, provided (i) such party agrees in
writing to abide by the terms and conditions of this Agreement to the extent
applicable to it and (ii) the sublicensee or assignee and the terms and
conditions of the assignment or sublicense are approved in writing by Licensor.

                  (b) All rights not specifically granted to Licensee hereunder
are reserved to Licensor.

            5. Confidentiality. Licensee shall maintain in strict confidence and
shall not at any time whether before or after the termination of this agreement
(a) utilize for any purpose other than as permitted under this License, or
cause, enable, assist or permit anyone else to utilize, any of the Intellectual
Property or Improvements; (b) disclose to anyone any such Intellectual Property,
Improvements and/or related information (the "Confidential Information") which
is not generally available to the public unless, (i) through no act of Licensee
contrary to the obligations imposed hereby, such Confidential Information
becomes known to the public prior to the date of Licensee's disclosure, (ii)
such Confidential Information is approved for public release by Licensor, (iii)
such Confidential Information is rightfully received by Licensee from a third
party without restrictions and without breach of Licensee's obligations
hereunder, (iv) such Confidential Information is independently developed by
Licensee without breach of this Agreement, (v) such Confidential Information is
required to be disclosed by judicial or governmental proceeding subject to a
protective order or (vi) such disclosure is necessary or appropriate to the
exploitation of the License granted hereby and only then after such person or
entity to whom disclosure is to be made executes a confidentiality agreement
acceptable to Licensor. Notwithstanding the foregoing, Licensee may disclose
such Confidential Information to its employees who need to know such information
in order for Licensee to use and exploit the Intellectual Property pursuant to
the terms of this Agreement if it has taken reasonable steps to impose the
aforesaid covenants of confidentiality on said employees and to ensure that said
employees will not violate said covenants, including, but not


                                       3
<PAGE>


limited to, causing said employees to enter into written agreements in which
said covenants of confidentiality are effectively imposed upon them. Licensee
will copy Licensor's Confidential Information only to the extent reasonably
necessary to enable Licensee to exercise its rights under the License. In making
any such copies, Licensee agrees to produce faithfully all notices respecting
copyright, trade secrets, and other proprietary rights. Nothing contained herein
shall prevent Licensee from disclosing in general terms the nature of its
relationship with Licensor.

            6. Improvements. Any improvements upon the Intellectual Property
made, conceived, invented or wholly acquired by Licensor during the term of this
Agreement, shall be included hereunder, and Licensee shall have the right to
such improvements (limited, however, by the specific terms hereof) without
payment of any additional royalty. Licensee agrees that if during the term of
this Agreement it should make, conceive, invent or acquire any improvements to
the Intellectual Property, or any component or portion thereof, it will grant,
and hereby does grant, to Licensor a royalty-free, exclusive, paid up, perpetual
license, to use such improvements, on a world-wide basis. Each party agrees to
disclose promptly to the other party all improvements so made, conceived,
invented or acquired during the term of this Agreement which are based, in whole
or in part, on any of the Intellectual Property or Improvements.

            7. Representations. Licensor represents and warrants that: (i) it
has the right and authority to enter into this Agreement; (ii) to the best of
its knowledge, it is the sole owner or licensee of all Intellectual Property and
Improvements licensed hereunder and the use thereof will not violate any law or
infringe upon or violate any rights of any person, firm or corporation; (iii) it
is not a party to any other existing agreement which would prevent it from
entering into or performing its obligations under the terms of this Agreement
and (iv) to the best of its knowledge, the Patents have been validly issued,
have not been challenged and no adverse claim has been asserted.

            8. Litigation. Licensee shall have the sole responsibility at its
sole cost and expense for protecting the rights granted and to be granted herein
against any third party infringement. Licensee agrees promptly and diligently to
seek to protect all rights granted and to be granted herein from and against any
infringement by third parties.

            9. Insurance.

                  (a) During the term of this Agreement, Licensee will maintain,
at its own expense, in full force and effect, with a responsible insurance
carrier, reasonably acceptable to Licensor, such product liability insurance as
is customary for a business of the type, nature and size of Licensee.

                  (b) Licensee shall, from time to time upon reasonable request
by the other party, promptly furnish or cause to be furnished to Licensor, a
certificate evidencing the insurance required hereby.


                                       4
<PAGE>

            10.   Term and Termination.

                  (a) Unless terminated sooner by the operation of paragraphs
10(b) or (c) hereof, this Agreement shall terminate on June 30, 2003, but shall
be extended for successive one (1) year terms so long as the Fox Sports
Southwest Agreement, or a successor thereof, is in effect.

                  (b) In the event that the Licensee materially defaults or
breaches any provision of this Agreement, Licensor reserves the right to
terminate this Agreement upon written notice to Licensee; provided, however,
that if Licensee, within 30 days of such written notice, cures such default or
breach, this Agreement shall continue in full force and effect as if such
default or breach had not occurred; and provided, further, should Licensee
dispute any such alleged breach of this Agreement and such dispute is either
submitted to arbitration in due course pursuant to Paragraph 18 hereof or being
resolved by the parties hereto, then there shall be no default hereunder during
the period in which the parties are in arbitration or diligently, and in good
faith, attempting to resolve such dispute; provided, that after the parties
reach an agreement or an arbitrator makes its decision, Licensee shall comply
therewith within 15 days thereof.

                  (c) In the event of any adjudication of bankruptcy which is
not vacated within 30 days, appointment of a receiver by a court of competent
jurisdiction who is not removed within 30 days, assignment for the benefit of
creditors or levy of execution directly involving Licensee, this Agreement shall
thereupon forthwith terminate and no longer be of any further force and effect.

                  (d) In the event of termination of this Agreement for any
reason whatsoever:

                        (i) Licensee shall deliver to Licensor all books, notes,
                        drawings, writings and other documents, in the
                        possession of Licensee or the Permitted Parties relating
                        to the Intellectual Property and any Improvements
                        licensed to it under Paragraph 2(a) hereof (except that
                        in connection with any Improvements made by Licensee it
                        may retain copies of all such items delivered to
                        Licensor and may continue to use any such Improvements
                        made by it), together with all copies of any
                        Confidential Information.

                        (ii) All rights granted by Licensor to Licensee shall
                        forthwith revert to Licensor.

                        (iii) Licensor (in the event this Agreement is
                        terminated by reason of Licensee's default hereunder)
                        shall continue to be entitled to use or exploit any
                        exclusive royalty-free license to new developments of
                        Licensee granted pursuant to Paragraph 6 hereof.


                                       5
<PAGE>


                  (e) In the event of termination of this Agreement, Licensee
shall assign to Licensor, at the request of Licensor, all of its right, title
and interest in and to any contracts or agreements relating, directly or
indirectly to the Intellectual Property.

            11. Notices. All notices to be given or payments made hereunder
shall be in writing and sent by hand, federal express or by registered or
certified mail, postage prepaid, addressed to the respective parties at the
addresses set forth above. All notices shall be effective upon receipt. Copies
of all notices to Licensor or Licensee shall be sent to Gersten, Savage,
Kaplowitz, Fredericks & Curtin, LLP, 101 East 52nd Street, New York, New York
10022, attention: Wesley C. Fredericks, Jr., Esq.

            12. New York Law. This Agreement and all matters or issues
collateral thereto shall be governed by and construed and enforced in accordance
with the laws of the State of New York applicable to contacts made and performed
entirely therein.

            13. Entire Understanding. This Agreement contains the entire
understanding of the parties hereto relating to the subject matter herein
contained, and supersedes any and all prior agreements or understandings
relating to the subject matter hereof. This Agreement may not be changed except
by a writing signed by the party sought to be charged therewith.

            14. No Waiver. No waiver by either party, whether express or
implied, of any provisions of this Agreement or of any breach or default by
either party, shall constitute a continuing waiver or a waiver of any other
provision of this Agreement, and no such waiver by either party shall prevent
such party from enforcing any and all provisions of this Agreement or from
acting upon the same or any subsequent breach or default of the other party. No
waiver of any provision hereunder shall be effective unless it is in writing
signed by the against whom enforcement thereof is sought.

            15. Separability. The provisions set forth in this Agreement shall
be considered to be separable and independent of each other. In the event that
any provision of this Agreement shall be determined in any jurisdiction to be
unenforceable, such determination shall not be deemed to affect the
enforceability of any other remaining provision and the parties agree that any
court making such a determination is hereby requested and empowered to modify
such provision and to substitute for such enforceable provision such limitation
or provision of a maximum scope as the court then deems reasonable and
judicially enforceable and the parties agree that such substitute provision
shall be as enforceable in said jurisdiction as if set forth initially in this
Agreement. Any such substitute provision shall be applicable only in the
jurisdiction in which the original provision was determined to be unenforceable.

            16. Relationship of the Parties. Nothing contained herein shall be
construed to place the parties in the relationship of partners or joint
venturers and neither party shall have the power to bind or obligate the other.


                                       6
<PAGE>


            17. Survival. Unless otherwise provided, the obligations of the
parties hereto shall survive the termination of the term of this Agreement.

            18. Arbitration. All claims, demands, disputes, controversies,
differences or misunderstandings between or among the parties hereto or any
other persons bound hereby arising out of or by virtue of this Agreement, shall
be submitted to and determined by arbitration in the City of New York. If the
parties to a dispute arising out of this Agreement are unable to agree on an
arbitrator within 10 days after any party shall have given written notice to the
other that it desires to submit any issue to arbitration, then the American
Arbitration Association shall be designated by any party to appoint an
arbitrator and to arbitrate the matter under its rules. The award of the
arbitrator shall be made in writing, shall be within the scope of this
Agreement, shall not change any of its terms or conditions, shall be binding and
conclusive on all parties, and shall include a finding for the payment of the
costs of the arbitration proceeding (including reasonable attorneys' fees). It
is further agreed that judgment of a court having jurisdiction may be entered
upon the award of the arbitrator.

            IN WITNESS WHEREOF, the parties have caused this Agreement to be
duly executed as of the day and year first above written.

                                             ACTV ENTERTAINMENT, INC.
                                             By:
                                                ------------------------
                                                  David Reese, President

                                             THE TEXAS INDIVIDUALIZED
                                             TELEVISION NETWORK, INC.




                                             By:
                                                ------------------------
                                                 Christopher C. Cline, Secretary




                              SERVICES AGREEMENT

            AGREEMENT made as of the 14th day of March, 1997, by and among ACTV,
INC., a Delaware corporation and ACTV ENTERTAINMENT, INC., a New York
corporation (collectively, "ACTV"), and THE LOS ANGELES INDIVIDUALIZED
TELEVISION NETWORK, INC., a Delaware corporation (the "Company"). Unless the
context otherwise requires, the term Company shall be deemed to include the
Company's subsidiaries.

                                  WITNESSETH:

            WHEREAS, the Company desires to obtain certain services from ACTV
and ACTV is willing to furnish or make such services available to the Company;
and

            WHEREAS, the Company also desires to obtain certain services from
ACTV's personnel and ACTV is willing to have such personnel make such services
available to the Company;

            NOW, THEREFORE, in consideration of one dollar ($1.00) and other
good and valuable consideration receipt of which is hereby acknowledged, the
parties hereto agree as follows:

            1. Corporate Services. (a) Commencing as of the date hereof (the
"Effective Date") and at the request of the Company, ACTV will provide or
otherwise make available to the Company certain general corporate services,
including but not limited to certain administrative staff functions, electronic
data processing services, and the administration of the participation of the
Company and the Company's employees in ACTV's insurance programs, such


<PAGE>

as Group Medical and Life Insurance, and Liability and Property and Casualty
Insurance.

                  (b) For performing the aforesaid services, ACTV will charge
the Company for the Company's pro rata share of the aggregate costs actually
incurred in connection with such services by ACTV. Such charge shall be
determined on a quarterly basis commencing with the first full fiscal quarter
ending after the Effective Date and shall be payable within 30 days from the
date of billing. It is the intent of the parties that the Company shall
reimburse ACTV for the costs and expenses (including overhead costs) reasonably
incurred by ACTV in furnishing the aforesaid services to the Company. The
Company may request a review of the amount of such charge by giving to ACTV
written notice of its desire for a review.

            2. Overhead Services. It is understood that certain personnel of the
Company will be working in office locations maintained by ACTV and, in
connection therewith, will be using space and office furniture and equipment
owned or leased by ACTV and will be furnished telephone, word processing,
receptionist, filing and other related services by ACTV. In order to reimburse
ACTV for the foregoing, the Company will pay to ACTV for each month in which it
is using ACTV's office facilities a charge equal to the Company's pro rata share
of the aggregate costs actually incurred by ACTV in connection with the
maintenance and operation of such facilities and the provision of such services
(including the costs of any occupancy or similar taxes). Such charge shall be
payable within 30 days from the date of billing. It is the intent hereof that
the Company shall reimburse ACTV for the cost, including indirect overhead costs
(or reasonable rental value) of office space and equipment so utilized and
telephone and other services so provided. The Company may request a review of
the amount of the charge hereunder (or discontinuance of same if facilities and
services of ACTV are no longer being utilized) by giving ACTV written notice of
its desire for review (or discontinuance).

                                       2
<PAGE>

            3. Shared Personnel. It is understood that certain of the senior
management of ACTV may provide services to the Company from time-to-time. In
order to reimburse ACTV for the foregoing, the Company will pay to ACTV for each
month in which it is using such senior management, a charge equal to the
Company's pro rata share of the aggregate costs actually incurred by ACTV in
connection therewith and the provision of such services. Such charge shall be
payable within 30 days from the date of billing. The Company may request a
review of the amount of the charge hereunder (or discontinuance of same if
senior management services of ACTV are no longer being utilized) by giving ACTV
written notice of its desire for review (or discontinuance).

            4. Other Transactions. Any other transactions or arrangements which
ACTV may enter into with the Company will be on terms at least as favorable to
the Company as those that could have been negotiated with unrelated parties for
comparable services or products.

            5.    Miscellaneous.

                  (a) Nothing contained herein shall be construed to relieve the
directors or officers of the Company from the performance of their respective
duties or to limit the exercise of their powers in accordance with the
certificate of incorporation and by-laws of the Company and any applicable legal
provisions. It is understood and agreed that the activities of ACTV hereunder
shall at all times be subject to the control and direction of the Company's
Board of Directors and officers.

                  (b) Neither ACTV, its affiliates or subsidiary companies nor
any of their respective officers, directors or employees shall be liable to the
Company solely based upon services provided to the Company or its subsidiaries
by third parties pursuant to this Agreement.

                                       3
<PAGE>

The provisions of this Agreement are for the sole benefit of ACTV and the
Company and shall not, except to the extent otherwise expressly stated herein,
inure to the benefit of any third party.

                  (c) The term of this Agreement shall be for the period
commencing on the Effective Date and shall continue from year to year
thereafter, subject to the right of either party to terminate this Agreement (or
any of the services being provided hereunder) by giving to the other party at
least six months' prior written notice of termination.

                  (d) Any dispute between the parties as to the appropriateness
of any charges made hereunder shall be settled by arbitration held in the City
of New York, New York under the rules of the American Arbitration Association.

                  (e) This Agreement shall not be assignable except with prior
written consent of the parties hereto.

                  (f) This Agreement shall be governed by and construed under
the laws of New York applicable to contracts made and to be performed therein.



                                       4
<PAGE>


            IN WITNESS WHEREOF, the parties hereto have caused this Agreement to
be executed by their duly authorized representatives as of the day and year
first above written.

                                          ACTV, INC.




                                          By:
                                              ----------------------------------
                                               William C. Samuels
                                               Chairman, Chief Executive Officer



                                          ACTV ENTERTAINMENT, INC.




                                          By:
                                              ----------------------------------
                                               David Reese, President



                                          THE LOS ANGELES INDIVIDUALIZED
                                          TELEVISION NETWORK, INC.



                                          By:
                                              ----------------------------------
                                                Christopher C. Cline, Secretary

                                       5


                              SERVICES AGREEMENT

            AGREEMENT made as of the 1st day of January, 1998, by and among
ACTV, INC., a Delaware corporation and ACTV ENTERTAINMENT, INC., a New York
corporation (collectively, "ACTV"), and THE SAN FRANCISCO INDIVIDUALIZED
NETWORK, INC., a Delaware corporation (the "Company"). Unless the context
otherwise requires, the term Company shall be deemed to include the Company's
subsidiaries.

                                  WITNESSETH:

            WHEREAS, the Company desires to obtain certain services from ACTV
and ACTV is willing to furnish or make such services available to the Company;
and

            WHEREAS, the Company also desires to obtain certain services from
ACTV's personnel and ACTV is willing to have such personnel make such services
available to the Company;

            NOW, THEREFORE, in consideration of one dollar ($1.00) and other
good and valuable consideration receipt of which is hereby acknowledged, the
parties hereto agree as follows:

            1. Corporate Services. (a) Commencing as of the date hereof (the
"Effective Date") and at the request of the Company, ACTV will provide or
otherwise make available to the Company certain general corporate services,
including but not limited to certain administrative staff functions, electronic
data processing services, and the administration of the participation of the
Company and the Company's employees in ACTV's insurance programs, such


<PAGE>

as Group Medical and Life Insurance, and Liability and Property and Casualty
Insurance.

                  (b) For performing the aforesaid services, ACTV will charge
the Company for the Company's pro rata share of the aggregate costs actually
incurred in connection with such services by ACTV. Such charge shall be
determined on a quarterly basis commencing with the first full fiscal quarter
ending after the Effective Date and shall be payable within 30 days from the
date of billing. It is the intent of the parties that the Company shall
reimburse ACTV for the costs and expenses (including overhead costs) reasonably
incurred by ACTV in furnishing the aforesaid services to the Company. The
Company may request a review of the amount of such charge by giving to ACTV
written notice of its desire for a review.

            2. Overhead Services. It is understood that certain personnel of the
Company will be working in office locations maintained by ACTV and, in
connection therewith, will be using space and office furniture and equipment
owned or leased by ACTV and will be furnished telephone, word processing,
receptionist, filing and other related services by ACTV. In order to reimburse
ACTV for the foregoing, the Company will pay to ACTV for each month in which it
is using ACTV's office facilities a charge equal to the Company's pro rata share
of the aggregate costs actually incurred by ACTV in connection with the
maintenance and operation of such facilities and the provision of such services
(including the costs of any occupancy or similar taxes). Such charge shall be
payable within 30 days from the date of billing. It is the intent hereof that
the Company shall reimburse ACTV for the cost, including indirect overhead costs
(or reasonable rental value) of office space and equipment so utilized and
telephone and other services so provided. The Company may request a review of
the amount of the charge hereunder (or discontinuance of same if facilities and
services of ACTV are no longer being utilized) by giving ACTV written notice of
its desire for review (or discontinuance).

                                       2
<PAGE>


            3. Shared Personnel. It is understood that certain of the senior
management of ACTV may provide services to the Company from time-to-time. In
order to reimburse ACTV for the foregoing, the Company will pay to ACTV for each
month in which it is using such senior management, a charge equal to the
Company's pro rata share of the aggregate costs actually incurred by ACTV in
connection therewith and the provision of such services. Such charge shall be
payable within 30 days from the date of billing. The Company may request a
review of the amount of the charge hereunder (or discontinuance of same if
senior management services of ACTV are no longer being utilized) by giving ACTV
written notice of its desire for review (or discontinuance).

            4. Other Transactions. Any other transactions or arrangements which
ACTV may enter into with the Company will be on terms at least as favorable to
the Company as those that could have been negotiated with unrelated parties for
comparable services or products.

            5.    Miscellaneous.

                  (a) Nothing contained herein shall be construed to relieve the
directors or officers of the Company from the performance of their respective
duties or to limit the exercise of their powers in accordance with the
certificate of incorporation and by-laws of the Company and any applicable legal
provisions. It is understood and agreed that the activities of ACTV hereunder
shall at all times be subject to the control and direction of the Company's
Board of Directors and officers.

                  (b) Neither ACTV, its affiliates or subsidiary companies nor
any of their respective officers, directors or employees shall be liable to the
Company solely based upon services provided to the Company or its subsidiaries
by third parties pursuant to this Agreement.

                                       3
<PAGE>

The provisions of this Agreement are for the sole benefit of ACTV and the
Company and shall not, except to the extent otherwise expressly stated herein,
inure to the benefit of any third party.

                  (c) The term of this Agreement shall be for the period
commencing on the Effective Date and shall continue from year to year
thereafter, subject to the right of either party to terminate this Agreement (or
any of the services being provided hereunder) by giving to the other party at
least six months' prior written notice of termination.

                  (d) Any dispute between the parties as to the appropriateness
of any charges made hereunder shall be settled by arbitration held in the City
of New York, New York under the rules of the American Arbitration Association.

                  (e) This Agreement shall not be assignable except with prior
written consent of the parties hereto.

                  (f) This Agreement shall be governed by and construed under
the laws of New York applicable to contracts made and to be performed therein.


                                       4
<PAGE>


            IN WITNESS WHEREOF, the parties hereto have caused this Agreement to
be executed by their duly authorized representatives as of the day and year
first above written.

                                          ACTV, INC.

                                          By:
                                              ----------------------------------
                                               William C. Samuels
                                               Chairman, Chief Executive Officer


                                          ACTV ENTERTAINMENT, INC.



                                          By:
                                              ----------------------------------
                                                David Reese, President


                                          THE SAN FRANCISCO INDIVIDUALIZED
                                          TELEVISION NETWORK, INC.


                                          By:
                                              ----------------------------------
                                                Christopher C. Cline, Secretary

                                       5



                              SERVICES AGREEMENT

            AGREEMENT made as of the 14th day of March, 1997, by and among ACTV,
INC., a Delaware corporation and ACTV ENTERTAINMENT, INC., a New York
corporation (collectively, "ACTV"), and THE TEXAS INDIVIDUALIZED TELEVISION
NETWORK, INC., a Delaware corporation (the "Company"). Unless the context
otherwise requires, the term Company shall be deemed to include the Company's
subsidiaries.

                                  WITNESSETH:

            WHEREAS, the Company desires to obtain certain services from ACTV
and ACTV is willing to furnish or make such services available to the Company;
and

            WHEREAS, the Company also desires to obtain certain services from
ACTV's personnel and ACTV is willing to have such personnel make such services
available to the Company;

            NOW, THEREFORE, in consideration of one dollar ($1.00) and other
good and valuable consideration receipt of which is hereby acknowledged, the
parties hereto agree as follows:

            1. Corporate Services. (a) Commencing as of the date hereof (the
"Effective Date") and at the request of the Company, ACTV will provide or
otherwise make available to the Company certain general corporate services,
including but not limited to certain administrative staff functions, electronic
data processing services, and the administration of the participation of the
Company and the Company's employees in ACTV's insurance programs, such

<PAGE>

as Group Medical and Life Insurance, and Liability and Property and Casualty
Insurance.

                  (b) For performing the aforesaid services, ACTV will charge
the Company for the Company's pro rata share of the aggregate costs actually
incurred in connection with such services by ACTV. Such charge shall be
determined on a quarterly basis commencing with the first full fiscal quarter
ending after the Effective Date and shall be payable within 30 days from the
date of billing. It is the intent of the parties that the Company shall
reimburse ACTV for the costs and expenses (including overhead costs) reasonably
incurred by ACTV in furnishing the aforesaid services to the Company. The
Company may request a review of the amount of such charge by giving to ACTV
written notice of its desire for a review.

            2. Overhead Services. It is understood that certain personnel of the
Company will be working in office locations maintained by ACTV and, in
connection therewith, will be using space and office furniture and equipment
owned or leased by ACTV and will be furnished telephone, word processing,
receptionist, filing and other related services by ACTV. In order to reimburse
ACTV for the foregoing, the Company will pay to ACTV for each month in which it
is using ACTV's office facilities a charge equal to the Company's pro rata share
of the aggregate costs actually incurred by ACTV in connection with the
maintenance and operation of such facilities and the provision of such services
(including the costs of any occupancy or similar taxes). Such charge shall be
payable within 30 days from the date of billing. It is the intent hereof that
the Company shall reimburse ACTV for the cost, including indirect overhead costs
(or reasonable rental value) of office space and equipment so utilized and
telephone and other services so provided. The Company may request a review of
the amount of the charge hereunder (or discontinuance of same if facilities and
services of ACTV are no longer being utilized) by giving ACTV written notice of
its desire for

                                       2
<PAGE>

review (or discontinuance).

            3. Shared Personnel. It is understood that certain of the senior
management of ACTV may provide services to the Company from time-to-time. In
order to reimburse ACTV for the foregoing, the Company will pay to ACTV for each
month in which it is using such senior management, a charge equal to the
Company's pro rata share of the aggregate costs actually incurred by ACTV in
connection therewith and the provision of such services. Such charge shall be
payable within 30 days from the date of billing. The Company may request a
review of the amount of the charge hereunder (or discontinuance of same if
senior management services of ACTV are no longer being utilized) by giving ACTV
written notice of its desire for review (or discontinuance).

            4. Other Transactions. Any other transactions or arrangements which
ACTV may enter into with the Company will be on terms at least as favorable to
the Company as those that could have been negotiated with unrelated parties for
comparable services or products.

            5.    Miscellaneous.

                  (a) Nothing contained herein shall be construed to relieve the
directors or officers of the Company from the performance of their respective
duties or to limit the exercise of their powers in accordance with the
certificate of incorporation and by-laws of the Company and any applicable legal
provisions. It is understood and agreed that the activities of ACTV hereunder
shall at all times be subject to the control and direction of the Company's
Board of Directors and officers.

                  (b) Neither ACTV, its affiliates or subsidiary companies nor
any of their respective officers, directors or employees shall be liable to the
Company solely based upon services provided to the Company or its subsidiaries
by third parties pursuant to this Agreement.

                                       3
<PAGE>

The provisions of this Agreement are for the sole benefit of ACTV and the
Company and shall not, except to the extent otherwise expressly stated herein,
inure to the benefit of any third party.

                  (c) The term of this Agreement shall be for the period
commencing on the Effective Date and shall continue from year to year
thereafter, subject to the right of either party to terminate this Agreement (or
any of the services being provided hereunder) by giving to the other party at
least six months' prior written notice of termination.

                  (d) Any dispute between the parties as to the appropriateness
of any charges made hereunder shall be settled by arbitration held in the City
of New York, New York under the rules of the American Arbitration Association.

                  (e) This Agreement shall not be assignable except with prior
written consent of the parties hereto.

                  (f) This Agreement shall be governed by and construed under
the laws of New York applicable to contracts made and to be performed therein.


                                       4
<PAGE>



            IN WITNESS WHEREOF, the parties hereto have caused this Agreement to
be executed by their duly authorized representatives as of the day and year
first above written.

                                      ACTV, INC.





                                      By:
                                          --------------------------------------
                                            William C. Samuels
                                            Chairman, Chief Executive Officer



                                      ACTV ENTERTAINMENT, INC.





                                      By:
                                          --------------------------------------
                                            David Reese, President



                                      THE TEXAS INDIVIDUALIZED
                                      TELEVISION NETWORK, INC.





                                      By:
                                          --------------------------------------
                                            Christopher C. Cline, Secretary

                                       5



                                   Exhibit 21


Subsidiaries of the Registrant

3-D Virtual, Inc.
ACTV Net, Inc.
ACTV Entertainment, Inc.
The Florida Individualized Television Network, Inc.
The Northwest Individualized Television Network, Inc.
The Los Angeles Individualized Television Network, Inc.
The New York Individualized Television Network, Inc.
The San Francisco Individualized Television Network, Inc.
The Texas Individualized Television Network, Inc.
The Rocky Mountain Individualized Network, Inc.
ACTV Holdings, Inc.


<TABLE> <S> <C>


<ARTICLE>                     5
<LEGEND>
THIS SCHEDULE CONTAINS SUMMARY FINANCIAL INFORMATION EXTRACTED FROM THE
COMPANY'S CONSOLIDATED FINANCIAL STATEMENTS FOR THE YEAR ENDED DECEMBER 31,
1997, AND IS QUALIFIED IN ITS ENTIRETY BY REFERENCE TO SUCH CONSOLIDATED
FINANCIAL STATEMENTS.
</LEGEND>
       
<S>                             <C>
<PERIOD-TYPE>                   12-MOS
<FISCAL-YEAR-END>                              DEC-31-1997 
<PERIOD-END>                                   DEC-31-1997 
<CASH>                                             554,077 
<SECURITIES>                                             0 
<RECEIVABLES>                                      346,232 
<ALLOWANCES>                                        43,188 
<INVENTORY>                                        237,757 
<CURRENT-ASSETS>                                 1,403,531 
<PP&E>                                           3,433,117 
<DEPRECIATION>                                     836,332 
<TOTAL-ASSETS>                                   7,901,918 
<CURRENT-LIABILITIES>                            2,485,628 
<BONDS>                                                  0 
                            1,461,461 
                                              0 
<COMMON>                                             8,620 
<OTHER-SE>                                       3,946,206 
<TOTAL-LIABILITY-AND-EQUITY>                     7,901,918 
<SALES>                                          1,650,955 
<TOTAL-REVENUES>                                 1,650,955 
<CGS>                                              471,956 
<TOTAL-COSTS>                                    8,222,384 
<OTHER-EXPENSES>                                   888,981 
<LOSS-PROVISION>                                    43,188 
<INTEREST-EXPENSE>                                       0 
<INCOME-PRETAX>                                 (7,858,683)
<INCOME-TAX>                                             0 
<INCOME-CONTINUING>                             (7,858,683)
<DISCONTINUED>                                           0 
<EXTRAORDINARY>                                          0 
<CHANGES>                                                0 
<NET-INCOME>                                    (7,858,683)
<EPS-PRIMARY>                                        (0.61)   
<EPS-DILUTED>                                        (0.61)   
                                                  



</TABLE>


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