| Turner
Broadcasting System, Inc. has appointed NDS Group plc as exclusive
interactive TV (iTV) games and enhanced television applications
developer for the Asia Pacific region.
NDS
and TBS will deploy Cartoon Network interactive content on
selected Asian Pacific digital platforms.
As
part of the agreement, NDS will provide TBS a variety of iTV
games on a pay-per-play basis, the Powerpuff Girls Crystal
Crisis being the first pay-per-play game offered for Cartoon
Network in Australia. The pay-per-play games will provide
new iTV entertainment for Cartoon Network's Australian viewers,
and will be updated every month.
"TBS
is extremely delighted about collaborating with NDS to provide
new entertainment content for our viewers. Utilising the most
up to date technology available to us, we can now offer viewers
a more interactive experience in conjunction with our award
winning programming. Australia is a natural fit in terms of
rolling out iTV in the region because of its highly developed
digital platform infrastructure and technologically savvy
population," said Turner Broadcasting System Asia Pacific,
Inc senior vice president and general manager Ian Carroll.
NDS
Asia Pacific vice president and general manager Sue Taylor
said, "The partnership between NDS and Turner Broadcasting
System in Asia Pacific has created new interactive TV entertainment
for Cartoon Network viewers in the region, and there will
be more exciting new iTV games and promotions coming up as
the partnership grows. This innovative service is another
example of Cartoon Networks' commitment to excellence."
In
addition to iTV gaming, NDS will provide enhanced television
applications to various campaigns. Eyeballs 3: Triple Play
watch-and-win promotion in Australia was the first Cartoon
Network promotion to include an interactive TV component,
RedEye.
On-air
during the latter part of last year, Eyeballs 3:Triple Play
incorporated the Red Button feature on the TV remote control
allowing viewers to access and play iTV content through the
channel. Eyeballs 3: Triple Play built on the success of previous
Eyeballs viewer promotions in Australia and the new interactive
component heightened the excitement of the campaign.
|
