Cartoon Network goes interactive; TBS and NDS deploy iTV games in Asia Pacific

MUMBAI: 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.

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