Cyprus-Based Telco, PrimeTel, Launches Interactive TV Advertising on its PrimeTV Platform

--Capability Based on Twister Platform, Co-Developed with Thunderworx

Cyprus-based telco, PrimeTel, announced last week that it has launched red-button interactive advertising functionality on its IPTV platform, PrimeTV. The service, which the company bills as enabling "advertising elements to be seamlessly integrated into [the] user interface," allows viewers to use their remotes to navigate a menu that allows them to, for example, access additional information on an advertised product, view product-related photos and video clips, locate the nearest store or showroom, request brochures or test drives (in the case of automobile commercials), and replay commercials.

The service, which will be demo'd at the upcoming IBC show in Amsterdam, is based on middleware that is part of a triple-play software platform, called Twister, which PrimeTel's R&D arm co-developed with Cyprus-based Thunderworx and which is billed as "a converged end-to-end platform capable of supporting an integrated multi-play network for all media, all services and all devices" and as "encompass[ing] all elements of voice, video and data in a highly customizable and upgradeable platform for any operator seeking a fully integrated open-architecture solution." According to the companies, the platform offers a range of interactive TV applications including VOD, caller-ID on TV, karaoke, keyboard and SMS chat, a music video jukebox, photo uploads and games. More information on the Twister platform is available at: