Showtime Unveils Interactive TV Application

NEW YORK: Showtime Networks has developed an interactive television (iTV) application that brings together long-form marketing video, remote ordering and free full-length episodes of Showtime programming in one interface.

The Showtime Marketing Application creates a new way for the viewer to access custom video segments, including original series, movies and sports as well as high definition and on demand. The backend ties into an operator’s billing system, so pricing is displayed and orders are taken in real time. The tool can be developed for all leading iTV platforms for partnering cable, satellite and telco operators. This includes ActiveVideo, OpenTV, EBIF and other technologies. The EBIF version, developed by itaas, will allow interactive functionality on both legacy and next generation set-top boxes from Cisco and Motorola.

"Working closely with our operator partners, we’re empowering customers to sample and order Showtime right on the TV," said Robert Hayes, the senior VP and general manager of Showtime Digital. "This self-service approach is a win-win for everyone involved. The viewer can sample our hit programming, while the automated approach generates additional sales and reduces call center expenses for the operators."

Showtime Networks is also working with Verizon FiOS TV to deploy the Showtime Marketing Application. "Showtime’s innovative approach to marketing using ITV will give our customers even more ways to interact with FiOS TV by giving them an easy way to learn more about Showtime and sign up using their remote control," commented Joe Ambeault, the director of video product development for Verizon.

The application will be demonstrated at the upcoming NCTA Cable Show, which will be held in Washington, D.C. from April 1 to 3.