ActiveVideo Networks said today that it will be demonstrating the multichannel television industry’s first example of the ability of consumers to launch Web-based interactive content from Enhanced TV Binary Interchange Format (EBIF) prompts at The Cable Show in Washington, D.C., next week.
ActiveVideo will show several EBIF applications that provide increased viewer engagement, including: a portal-like programming experience with bonus materials that would extend the brand of popular shows, and multi-tiered advertising microsites that showcase videos and products within a specific market.
“EBIF represents a significant step for the cable industry in terms of ubiquitous interactivity. Combining EBIF with interactive video content – from the Internet and/or from operators' VOD platforms – creates a media-rich, immersive, interactive video ad that maximizes the viewer experience and impact,” said John Callahan, CTO of ActiveVideo. “Our Cable Show demonstrations will underscore how cable can deliver the Web choice and control subscribers are seeking in the television environment that they enjoy.”
While tru2way represents the future of interactive applications, EBIF applications are designed to work with most of today’s legacy set-top boxes. Once tru2way is viable, the EBIF applications can be ported over into the tru2sway environment. EBIF applications also will help subscribers familiarize themselves with interactive applications.
In the ActiveVideo demonstrations at The Cable Show, EBIF triggers embedded in linear television shows or commercials enable telescoping into a programming or advertising microsite.
Keyclicks on standard remote controls initiate local application overlays that enable viewers to navigate through several options, including links to show-related or advertising videos that are streamed from network servers, and that may themselves contain additional embedded triggers. At the same time, a scaled version of the broadcast stream can continue to be delivered, enabling the viewer to monitor the original programming channel.