Update: JML Launches Interactive TV Service Based on Miniweb's TV Keys and Key & See Offerings

(Note: Earlier this week, [itvt] published a news story on UK home shopping programmer JML's launch of an interactive TV service based on Miniweb's TV Keys and Key & See offerings. A Miniweb representative subsequently contacted us to let us know that the press release on which we based our story had, in error, been released too early. We are therefore publishing an updated version of the story, which contains information on how the new service works that was omitted from the earlier version of the release.)

UK-based home shopping programmer, JML, has tapped Miniweb to develop an interactive TV service for its channels on the Sky satellite-TV platform, using Miniweb's flagship TV Key and Key & See offerings (note: Miniweb, which was founded by former BSkyB interactive TV executive, Ian Valentine, raised $32 million in new funding last year--see [itvt] Issue 8.06 Part 1).

Viewers of JML's five channels on Sky (JML, JML Home & DIY, JML Choice, JML Lifestyle and JML Cookshop) are prompted to press the "interactive" button on their remote control (i.e. not the red button that is the usual means for accessing interactive TV services on the UK's digital TV platforms), and to then select "TV Keys" from a menu. They then use their remote to punch in a special JML TV Key in order to access the programmer's new interactive TV service, which allows them to use their remote to browse and purchase products: the TV Key, which is displayed on-screen on JML's channels, consists of the letters "JML," which equate to "565" on the remote control keypad (note: like URL's, Miniweb's TV Keys allow viewers to access the interactive service they are associated with at any time, and can therefore be used in print and other non-TV advertising, as well as in time-shifted/recorded video, in order to direct consumers to an advertiser's or programmer's interactive services). Thanks to Miniweb's Key & See technology, viewers continue to see the JML channel from which they launched the interactive TV service as they use it. JML is promoting its "JML" TV Key (which appears on-screen as a key-shaped icon) across its programming and is also running regular advertisements, as well as an email campaign, alerting viewers to the new interactive TV service that it unlocks.

The new JML interactive TV service that is accessed through the TV Key is simply a version of JML's existing Web site that has been re-designed and re-purposed for the TV screen, using the BSkyB-developed WTVML mark-up language. "We're excited that JML has recognized the benefits of our Key & See service," Miniweb CEO, Andrew Carver, said in a prepared statement. "It has been specifically designed to allow broadcasters to enhance their channel with Web-style interactivity, making interactive TV more affordable and delivering additional audience participation and revenue streams. Possible applications of the service are as varied as the many channels that are available to today's TV viewers. Previous-generation interactive TV services using broadcast technologies have been expensive to launch and maintain and have experienced limited success. Miniweb is leading the industry in using Internet Protocols and open standards to deliver interactive content to the TV. In line with Miniweb's vision, the BBC has recently announced Project Canvas which aims to deliver Internet content to the TV at some point in the future. However Miniweb’s solution that is being adopted by JML is available now and, through our cross-network platform, will be compatible with new Miniweb enabled, broadband-connected TV's, as that market develops. This provides broadcasters like JML an increasing base of viewers who will be able to purchase products via their TV's."