OpenTV has taken the wraps off of its new middleware platform at the IBC show in Amsterdam.

The new platform is called OpenTV Core3, and OpenTV described it as a pioneering approach to the delivery of advanced television services. Engineered to enable technology choice by operators, OpenTV Core3 combines a top-to-bottom open architecture that simplifies the integration and deployment of everything from complex user interfaces to consumer services and application widgets.

“Core3 is not just another middleware platform; it’s a generational shift in middleware innovation,” said OpenTV CEO Ben Bennett. “With Core3, OpenTV is reasserting its commitment to operator choice by providing a unique middleware architecture that is not only the most open and modular, but also embraces the latest industry standard for application development.”

OpenTV said the new middleware accelerates the deployment of third-party applications and support for HTML/JavaScript and Adobe Flash, as well as industry standards demanded by the marketplace. OpenTV Core3 will also offer an adaptable framework that enables operators to easily support new features and functionalities that may emerge in the future and also tailor their offerings based on local market requirements.

OpenTV Core3 is slated to be available by mid-2010 to select customers.

OpenTV also announced that it was licensing its suite of application development tools to the developer community at no charge. The OpenTV SDK Development Suite is an integrated interactive application development environment for OpenTV middleware that allows developers to create applications for interactive television using an OpenTV-enabled set-top box.

Earlier this week, OpenTV said it will open its TV measurement platform for developers later this year by publishing the format of key data points.

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