New Technology To Make Interactive Content More Viable

Interactive solutions consultancy Purple Lizard has launched an off-the-shelf application to make it easier for advertisers and TV production companies to create interactive content.

According to Purple Lizard, the Interact Server reduces the cost of implementing interactive content, whilst improving control and flexibility of the services available. It can be purchased off-the-shelf or leased through the company’s application service provider, eliminating the need to invest in hardware to host the application.

Doug Stoddart explained that the product has been designed to reduce the entry level for interactive TV. He said: “Until today, building a return path interactive TV system has been a specialist task. Technology selection, systems integration, data and service management are all time consuming and costly activities that create major issues for any broadcaster or advertiser.”

The Interact Server has evolved out of an interactive voting engine designed by Purple Lizard for Channel 4’s Big Brother.

Research from the London Business School shows that the penetration of interactive TV now stands at over 50% of digital homes, giving advertisers access to 19% of the UK’s adult population. The study also suggests that interactive advertising has a “high potential” for targeting and for generating a convenient direct response from viewers (see 19% Of UK Adults Have Interactive Digital TV, Says Report).

Purple Lizard: 020 7074 0111 www.purple-lizard.com

Recent TV Stories from NewsLine GEITF 2002: Ad Funded Programming Not Up To Scratch GEITF 2002: Heggessey Defends Resurgent BBC1 GEITF 2002: Former Channel 5 Boss Attacks ITV

Subscribers can access ten years of media news and analysis in the Archive