A Tale of Two Trials -- Interactive TV & M-EAS

Pearl, the consortium of eight TV groups formed in 2010 to investigate and test new digital technologies, will launch a trial of interactive television in Atlanta, Cleveland and Orlando (FL), during live newscasts.

The interactive TV trial, which gives viewers watching on LG Smart TVs in the three markets access to enhanced news content and advertising, will continue.

To access the interactive television content, viewers must first complete a “double opt-in,” by agreeing via the television’s LifePlus smart TV interface and then clicking on screen during newscasts to launch interactive services. The back-channel from the LG Smart TV to station servers providing interactive content will be via the Internet.