Telewest Forms Interactive Venture

Cable group Telewest has joined forces with global venture consultancy Atomic Tangerine in an interactive television venture. The new company, SmashedAtom, will offer services to TV channels, advertisers, retailers and Government departments wanting to capitalise on or benefit from the growing market for interactive television services.

Flextech Interactive, established in 1998 (see Flextech Moves Into The Black In Preparation For Digital) will harness its online and interactive content skills, which include the creation of the SceneOne brand (see Website Of The Week – SceneOne), with the technological expertise of Atomic Tangerine, an offshoot of the Stanford Research Institute which, in conjunction with sister company Sarnoff, was responsible for the development of colour television and the computer mouse and played a significant role in the development of the internet.

The company will offer services on commercial and regulatory strategy, concept development, TV graphic design, software development and will offer full project management. Its technologies will allow it to build TV services compatible with all digital platforms.

Jonathan Peachey, former vice-president of Flextech Interactive will become chief executive of the new group, which will be 60% Telewest-owned and 40% owned by Atomic Tangerine.

He said of the new venture: “Interactive TV will allow TV channels and retailers to make more money, advertisers to reach their audience more efficiently and government to deliver services to citizens in their own homes. SmashedAtom’s blend of unique software, experience and heritage makes all this possible. Our clients want to talk to people who understand their business, not just how to write software.”

Telewest: 01483 750 900 SmashedAtom: 020 7299 5033