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televisions Telecruz in fact, upgraded to Spyglass Device Mosaic 410 Microsoft, on the other hand, has developed a complete end-to-end ITV backend architecture platform called Microsoft TV (MSTV), which incorporates Windows CE (a small device operating system) and WebTV software To ensure deployment with a big-name cable operator, Microsoft paid AT&T $5 billion and has invested in networks around the world In September of 2000, however, Microsoft announced that it was unable to deliver MSTV to AT&T or to UPC in full, causing both companies to sign with Liberate We have yet to see whether many cable operators will truly buy in to this Windows-based resource-intensive system despite the fact that many integration companies are working hard with that platform MediaHighway from Canal + and JavaTV from Sun Microsystems are having varying luck with set-top box deployments MediaHighway has been released mostly in Europe, but has one US site in Florida The JavaTV API, however, has been adopted by the Digital Video Broadcasting Multimedia Home Platform group in Europe and now provides the application development environment for OpenCable PowerTV, from the company of that same name, is available primarily on S-A s Explorer 2000 box, which has been deployed in a variety of locations The newest middleware provider to date is WorldGate A year in development, WorldGate s CableWare 2000 hopes to provide the combined package deal of middleware and data broadcasting through integration with their data broadcasting service, Channel Hyperlinking and walled-garden capabilities DATA ENHANCED BROADCASTING One of the earliest ITV data broadcasting services out the door, Wink Communications was the first to use the term enhanced broadcasting as a way of differentiating itself from the bad hype surrounding the term interactive TV Today, Wink s services include downloadable software to a set-top, a proprietary and ATVEF-compliant data enhancement broadcasting service, and a special backend tracking and billing environment called
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INTERACTIVE ENHANCED TELEVISION
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the Wink Response Network Wink has made many partnerships with big branded media companies like MSNBC, the Discovery Channel, the Weather Channel, E! Entertainment Television, DirecTV, and others and received multimillion dollar investments from Microsoft and Paul Allen s Vulcan Ventures The general philosophy at Wink is to present a limited, yet interactive choice to the viewer When the i icon is presented on the screen, for example, (as on WebTV) the viewer can click on it to bring up the interactive enhancement from an advertiser (for example, requests for more information) or content providers A competitor in this space, WorldGate delivers a URL trigger within network broadcasts, which can be clicked using the remote Called Channel Hyperlinking, WorldGate s system is proprietary, although they have announced support for ATVEF Two other companies focused on ITV broadcasting infrastructure technologies and services are RespondTV and Mixed Signals RespondTV has had much success signing advertisers and content providers to their services such as Bloomberg, HGTV, MSNBC, Domino s, Purina, and others Mixed Signals has a special arrangement with Sony s Columbia Tri-Star and Game Show Network (among others) to present the ITV version of various game shows HYPERVIDEO AND SMIL A term invented by a company called Veon, hypervideo is an Internet-only technology (for the moment) that enables producers to embed hotspots or links inside a streaming video Using a combination of proprietary and standards-based protocols and display languages such as SMIL, Veon s authoring tool enables producers to create streaming interactive hypervideos in real-time Hotspots can include links to the Web, links to open another movie within that streaming video, ATVEF data triggers, links to call up graphics and data elements on a Web page in synch with the streaming video, and so on Although companies like SofTV and others also use SMIL to create synchronized streaming video applications on the Web, Veon s implementation truly reinvents the concept of television as
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