(22 July 2009 8:40 pm)

MUMBAI: Playcast Media has partnered with Hot Cable network in Israel to offer games-on-demand (GoD) services in the region.

The pilot programme enables viewers to play their favourite video games directly from their existing cable television set-top box without a gaming console.

Playcast's system uses a proprietary new technology to deliver PlayStation 3 and Xbox 360 quality games on demand and to ordinary cable or telco set-top boxes via standard cable telephone lines.

The objective of this trial, or pilot, is to beta-test the Playcast Media system in full capacity on a live cable network. The Playcast Media Games-on-Demand service will be followed by a full operational rollout of the service in Israel at the end of the pilot period.

"The Playcast Media services pilot proves the viability of this type of on-demand service and brings to fruition the vision of TV games-on-demand, enabling new growth opportunities for game publishers and TV operators with minimum investment, as well as an affordable gaming experience to cable and IPTV subscribers," said Playcast CEO Guy De Beer.

The company is also engaged in an evaluation process with the major cable and IPTV operators and expects to reach major markets in the US, Europe and Asia during 2009 and 2010.