MobiTV, Triveni Digital Partner on Interactive TV Solution for Mobile Phones

--MobiTV Launches iPhone Application

At the NAB show in Las Vegas, Monday, mobile TV specialist, MobiTV, and Triveni Digital, an LG Electronics-subsidiary that develops systems for managing and distributing data and metadata in DTV, mobile DTV and IPTV streams, unveiled the MobiTV Interactivity Server and Mobile TV Client, a solution which the companies say is based on the ATSC A/153 Mobile DTV standard and will enable "new interactive possibilities" for mobile media delivery.

The companies are demo'ing their joint solution at the NAB show, working in conjunction with live content from MSNBC, CNBC and Telemundo. They say that the solution incorporates a targeted, interactive news ticker with instant updates and clickable advertising into the broadcast feed, without taking the user to another application such as a Web browser. "Until now, mobile broadcast technology has had very limited interactivity--something consumers are demanding," MobiTV CTO, Kay Johansson, said in a prepared statement. "This demonstration highlights the future of mobile media: targeted content that is actionable, and moves broadcast TV from a one-way user experience to a two-way interactive engagement."

According to MobiTV and Triveni, their new solution lets broadcasters create additional revenue streams that were not previously possible. For example, the companies say, in addition to interactive services such as weather and traffic, broadcasters can now utilize interactive advertising with click-throughs, and socially engage with their audiences via real-time voting to provide direct feedback on hot topics.

Both elements of the solution use the application framework of ATSC A/153, which is based on OMA RME. The solution is supported by the Triveni Digital GuideBuilder, which the companies say enables transmission of mobile metadata so that mobile users can select and change viewing channels, and access information about the show they are currently watching, its duration, ratings and more. "Interactivity is a very important component of mobile television for both broadcasters and viewers," Triveni CTO, Rich Chernock, said in a prepared statement. "The collaboration between Triveni Digital and MobiTV demonstrates a practical implementation of RME interactivity, allowing the separation of authoring interactive content and synchronized RME content insertion into the MobileDTV stream using the GuideBuilder system already in place at the station for fixed and mobile metadata management."

In other MobiTV news: The company announced Monday that a MobiTV for iPhone application is now available in the Apple App Store. According to the company, the free app--which is designed to encourage users to upgrade to its full mobile TV service--provides iPhone/iPod touch users with live sports, breaking news, and entertainment content (content providers include ABC, NBC, MTV, Comedy Central and Nickelodeon), complete with enhanced discoverability and interactivity technologies that it describes as "the first in a wave of new mobile media features" that it is planning to roll out. The company also claims that the app's user interface simplifies the delivery and consumption of personal and relevant media while providing a streamlined path for discovery of content by subscribers. "MobiTV for iPhone truly showcases the capabilities and scalability of our technology platform and delivers a highly entertaining customer experience," MobiTV CEO, Charlie Nooney, said in a prepared statement. "The development of this app is the first phase of new technologies that we believe will change the way people view mobile media, making it a much more personalized and interactive experience."

According to MobiTV, users of the new app who want more mobile TV can take advantage of an in-app purchasing feature to download an additional content package that includes eight channels of live programming from marquee brands, and over 30 channels of on-demand TV featuring over 150 full-length programs across news, entertainment, children's and sports genres. The package is available through one-, three- and six-month subscriptions priced at $9.99, $24.99 and $44.99 respectively.

A demo video of the new app is embedded above.

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