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New TV show needs you
Television is set to become more interactive with TV stations in the US airing Play Us, a video-gaming docudrama with viewer interaction features.
November 17, 2006
Watching TV is not just for couch potatoes. Research shows that mobile phone users want more interaction with TV programs. Services such as voting and chatting via SMS allow viewers to participate, opening up new television programming ideas and many integrated marketing opportunities for advertisers.
The innovative TV show Play Us is being developed by Swedish television formatting company Bringiton AB. Ericsson will provide Bringiton with SMS connections to US mobile operators for payment and interaction via the Ericsson IPX service. At present, 90 percent of US mobile subscribers will be able to use the service.
Play Us is a 10-part reality documentary series and world tour. It features Les Seules, a Scandinavian all-girl video-gaming group that is a leader in electronic sport (e-sport), and top online game Counter-Strike, played by more than 100 million people worldwide.
Les Seules already has a large following. Play Us will chronicle the girls' makeover into even bigger celebrities as it follows them over several continents. The program will film them 24/7 and will focus on them as gamers rather than on the game. Viewers will be able to participate in the series with chat, voting, and competitions via SMS.
A spokesperson for MTV Networks describes the Play Us format as "the future of youth-oriented programming."
Martin Gisselman, CEO of Bringiton, says: "E-sports is the fastest-growing entertainment business today. Young people are technology savvy and demand interactivity, so it is important to have content riding on a strong technical backbone. Ericsson's IPX solution is an excellent choice for broadcasters wishing to provide multimedia services. It makes it possible for viewers to access interactive services using any mobile phone and any operator."
Ericsson IPX is a non-branded, white-label service that comprises mobile billing and connectivity via SMS, MMS, web, and WAP. The premium service, IPX Payment, is currently available to more than 650 million mobile subscribers in 21 countries. With the non-premium service, IPX Messaging, content providers can deliver to and receive SMS messages from mobile subscribers worldwide.
Fredrik Ruben, head of IPX Sales for Ericsson North America, says: "Bringiton is one of the best new-format developers and we are proud to provide SMS connections to them.
"IPX Payment provides a unique, simple, reliable and cost-efficient way for companies to deliver, and get paid for, services and content. It allows content providers to sell content to any customer, regardless of their operator."
Collection of payment is simplified when using IPX. A single monthly payment, regardless of the number of markets connected to, will be given. It eliminates the need to be in constant contact with each individual operator. IPX takes care of all payment administration and makes sure companies gets reimbursed for their services.
