27, 2002 | News
Asia's Ready For More I-TV Programs
the end of 2000, there were 14.9 million homes worldwide using
interactive TV (i-TV). It has been predicted that figure will grow
to 244 million homes by 2006. And based on a recent research by
Allied Business Intelligence, the i-TV market is estimated to
generate US$19.2 billion per year from 2006 onwards.
A critical factor determining the success of i-TV lies with the
penetration rates of standard cellular telephones in a country.
Given that the penetration rates are approaching 100 percent in many
parts of Asia, the time is right for more i-TV programs in the
To capitalize on the growth, Robert Chua Production House,
TeltecAsia Ltd and Primex Communications have teamed up to introduce
enhanced interactive capabilities for home viewers of 'live'
entertainment TV programs in the region.
The alliance, formed through the integration of television,
mobile and third-generation (3G) technologies, will enable TV
audiences of programs to actively participate in quizzes, win
prizes, vote on areas of interest, subsequently shaping the content
of their favorite variety programs, via their mobile handsets using
short messaging service (SMS) technology.
According to Robert Chua, founder and chairman of Robert Chua
Production House, the interactive element will benefit TV stations
as well as the audience. For TV stations, they can expect increased
viewership, loyalty and revenue.
Advertisers will not only benefit from an increased viewership
but also from captive audiences who are tuned in to live broadcasts.
Cellular telephone operators will also be able to take advantage
of mass adoption and usage of popular applications. In particular,
such programs will allow 3G operators to offer compelling user
experiences that exploit the benefits of high-speed, two-way
Negotiations are already underway with regional broadcasters and
prospective sponsors. The first TV game show to offer full
interactivity will be 'Everyone Wins' - an hour quiz show in Hong
Kong in which contestants compete over four rounds, answering
multiple choice questions that are both text and visually based.
In initial stages, the show will combine television broadcasting
with interactive SMS. Standalone SMS and Internet versions will
follow shortly. Other programs incorporating 3G, General Packet
Radio Services (GPRS) and wireless data are already nearing launch.
Robert Chua Production House will provide the TV content;
TeltecAsia will assume responsibility for overall project
co-ordination and co-ordination between TV channels and carriers;
while Primex Communications will provide the regional infrastructure
and network required.