Broadcasters set to introduce basic interactive elements to programming

Rogers Cable Inc. is in discussions to sign on more major broadcasters to provide interactive content for the Enhanced TV service it is offering its digital cable customers in conjunction with California-based Wink Communications. "I’m sitting in the office right now of a major Canadian broadcast ownership group, and I just stepped out of a meeting," says David Purdy, director of industry development for interactive TV services at Rogers. "We are talking to all the various broadcast ownership groups in the country and that includes Global, Bell Globemedia, etc." On January 25, Pelmorex Communications Inc. became the latest broadcaster to announce it had signed an agreement with Wink to move forward on providing interactive programming and advertising on The Weather Network. Paul Temple, Pelmorex’s senior VP of corporate development, says his company expects to roll out the new interactive features on The Weather Network by the spring. "We’re planning to have an icon on the screen that viewers can click on to get local weather forecasts," he tells CCR. "Interactive content is critical to the nature of our channel, so we’ve moved forward," he adds, reiterating that the CRTC should still set rules and regulations for interactive programming (CCR, Nov. 9/01). CHUM Television, Molson Canada, and Rogers are also moving ahead with plans for interactive programming and commercials. CHUM is poised to bring an interactive dimension to its channels as early as this February. It has targeted Citytv, CablePulse 24, MuchMusic, and MuchMoreMusic as vehicles for the new technology. Molson has announced it will introduce interactive advertising, and Rogers is planning interactivity on Sportsnet and CFMT Television. Purdy says Rogers will introduce interactive kickers on Sportsnet that will enable viewers to access scores and player profiles, and possibly play along in contests. It is looking to introduce these interactive elements at the start of the baseball season. He notes that 250,000 digital customers in Toronto, Ottawa and southwestern Ontario already have the capability to use Rogers’ Enhanced TV service.

Broadcasters set to introduce basic interactive elements to programming

Broadcast | January 31, 2002

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