TV is a highly social and massive media that is worldwide available. The Interactive Digital TV represents a new device that is still constructing its identity. Designing applications for it is a challenging task, partially because of its intrinsic complex context and the lack of theoretical and methodological referential to support design activities. In this paper, we argue for a Socially Aware Computing approach to the design of iDTV applications, articulating artifacts and methods from Organizational Semiotics and Participatory Design. A case study on requirements for the design of an iDTV application is situated in the practical context of a Brazilian broadcasting TV Company. The results show benefits of using informed artifacts and methods in participatory and situated practices, indicating that it is possible and viable to make socially aware design in industrial settings.