Interactive TV carries on: Companies stay focused despite gradual climb

Despite the time spent on creating and deploying interactive TV, the technology has yet to hit its stride. But a slow start isn't deterring everyone. Many vendors are expected to announce interactive TV initiatives at this week's Western Cable Show in Los Angeles.

Scientific-Atlanta plans to unveil a working prototype of its Explorer 6000, a set-top box that integrates digital audio video council (DAVIC) and data over cable service interface specifications (DOCSIS) standards. S-A has been working with STMicroelectronics for six months to develop high-speed IP communications technologies based on the two standards.

Both standards supply a high-speed, real-time IP connection to the set-tops, said Bob Van Orden, vice president of product, strategy and management for S-A Digital Subscriber Networks. But the integration of DAVIC and DOCSIS into one product will give cable operators more flexibility in terms of deployment scenarios, he said.

"It gives our cable operators an advantage because they can use either mode," Van Orden said. While some operators already have DAVIC in place and will merely extend that, many have built the DOCSIS infrastructure into their systems.

The Explorer 6000 could be used like a cable modem, but the initial focus for the box is Internet TV applications, Van Orden said.

"Today's customers are based on four sets of applications: e-mail, Web browsing, e-commerce and video-on-demand," he said. S-A has boxes available to provide these services, but the Explorer 6000 "adds additional functionality and horsepower to do those applications."

Also making an appearance at the show this week is London-based Two Way TV, which last week announced that it is forming a partnership with San Francisco-based Interactive Network to launch an interactive TV company in the U.S. and Canada. The new venture will deliver real-time, competitive interactive games and sports channels on digital TV and the Internet.

Two Way will launch live service in January in northwest England to the first 50,000 customers on C&W Communications' broadband digital cable TV service. Initially, it will include a few Internet-based games created by Two Way, but it will evolve into two channels - one featuring game shows and the other featuring sports, said Marjorie Curtis, the head of U.S. marketing for Two Way.

"By spring it will be enhanced TV - live frame, accurately synchronized interactive television," she said.

The applications will be delivered to subscribers via set-top boxes provided by cable operators. Two Way's "platform-agnostic" programming can be used over almost any digital set-top, Curtis said.

When it comes to attracting customers to interactive TV, Van Orden and Curtis agreed that content is key. "We produce entertainment that is compelling to people who like to play games," Curtis said. "Not only sports fans but families, mothers, women, people who like to do crossword puzzles [and] people who like to watch game shows and shout out answers."

Van Orden is banking on content that is related to TV. "The types of implementations they're working on are an integration of Web and TV service," he said.