Cable industry promotes iTV with SelecTV brand
The cable industry has banded together to give interactive TV applications a consumer-facing brand name.
The new brand name, SelecTV, was designed to help drive consumer awareness of interactive television. The SelecTV icon will appear onscreen when a viewer is watching programming that has interactive TV content. The hoped-for end result is that viewers will interact more with cable companies, programmers, advertisers or content sponsors across all of the major cable systems in the nation.
SelecTV was the result of an industry-wide brand initiative led by Canoe Ventures, in concert with the Cabletelevision Advertising Bureau (CAB), the Cable & Telecommunications Association for Marketing (CTAM), Cable Television CableLabs and the six largest cable operators in the nation – which also are investors in Canoe Ventures – Bright House Networks, Cablevision, Charter, Comcast, Cox Communications and Time Warner Cable, as well as national advertising and cable television programming partners.
“Working together, cable is introducing innovative iTV applications across the country with unprecedented scale this year. Canoe spearheading SelecTV on behalf of the industry has resulted in cable taking an important step toward delivering national iTV capabilities with one common face for the viewer,” said Steve Burke, COO of Comcast. “Our industry’s growing iTV capabilities enable content providers to engage with consumers in ways that are meaningful to them. With SelecTV, we are introducing a brand that reflects the value of what we deliver.”
Canoe Ventures said it was working with cable companies, programmers and industry organizations on implementation guidelines, processes and solutions to establish ubiquity and standardization, while at the same time maintaining flexibility for how viewers experience iTV.
The SelecTV brand will be managed by Canoe Ventures and licensed for use by certified cable television providers, their programming partners and advertisers.
“Canoe’s mission is to advance the digital TV business,” said Vicki Lins, CMO of Canoe Ventures. “Just as we’re driving standardization of technologies to help scale a truly national iTV platform, we’re leading the effort to promote wider adoption of our applications on top of this platform by ensuring a flexible, yet consistent quality user experience represented by the SelecTV brand.”