Around the Net

ESPN To Launch Interactive TV For Fans

As TV distributors wrestle over which will be first to deliver nationally scalable interactive TV to advertisers, ESPN, has jumped ahead. Beginning in summer 2009, the sports-entertainment network will offer three new iTV products.

"ESPN My Vote" will enable viewers to participate in voting and polling during live broadcasts of pro and college football and baseball games. "ESPN In Game Extra" will let viewers access additional game stats during live telecasts. "My Bottom Line" will let fans customize news about their favorite teams on the scroll across the bottom of the TV, regardless of geography.

The move will mark the first national interactive-TV package for advertisers from ESPN, after four years of tests of single-market iTV campaigns. "ESPN My Vote" and "ESPN In Game Extra," will employ EBIF middle-ware technology now available in millions of set-top boxes, while "My Bottom Line" will use Tru2way technology, which powers cable operators' interactive programming guides. Each iTV product will offer advertisers logo placement and access to product microsites.

advertisement

advertisement

Read the whole story at Advertising Age »

Next story loading loading..