MobiTV unveils interactive viewing solutions

During last week's NATPE television programming event, mobile broadcast solutions provider MobiTV introduced a new interactive technology that exploits the handset's return channel to enable viewers to interface directly with mobile television content. MobiTV's NATPE demo featured a loop of clips from AMC's acclaimed drama Mad Men, offering viewers a chance to interact with both the show and its commercials. For example, audience members new to the program could click on a character to learn more about their background and personalities; in addition, contextually relevant sidebar advertising would offer information on products featured in the series.

"It's targeted to episodic shows like The Sopranos or Mad Men," said MobiTV's VP of advertising and branding Jack Hallahan in an interview with Broadcast Engineering. "It's an interesting platform for advertising." He added that viewers may jump in and out of the conventional mobile broadcast as they see fit: "It allows someone to telescope as deep as they like--or as light as they like--into an experience, [and] explore the brand and content to any depth they'd like to go," Hallahan said. "The person who's got the device in their hands is in control."

For more on MobiTV's interactive solutions:
- read this Broadcast Engineering article

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