The tru2way platform plays two vital roles, one in hardware and one in software. Put the two together and it’s a winning combination for creating new forms of digital media.

The tru2way platform is based upon a simple concept: tru2way capability goes into a device, then tru2way software is used to create cool new applications that run on the device.

The result is that TV manufacturers, consumer electronics retailers and digital device makers can offer new plug-and-play devices that run on cable’s vast pipeline. And TV networks, producers, advertisers, and other content creators can engage their viewers in new ways.

Here’s what tru2way technology offers on the hardware and software sides of the equation.

The Hardware Side (Devices)

The starting point for the tru2way platform is with devices that connect to cable, including set-top boxes, HDTVs, DVRs, and portable players. Tru2way technology extends the boundaries of television—or any video content viewing experience—by enabling these connected devices to carry two-way interactive features.

That means that a consumer can go into their local consumer electronics store and buy a tru2way branded set-top box or an HDTV and, when they connect it, the cable interactive program guide, On Demand menu and navigation and other two-way features will work.

The cable-connected devices also provide for content security protection, which is handled through a separable security system, currently in the form of a CableCARD™ that slides into the device.

That’s also convenient, because buyers of those tru2way set tops and HDTVs can take the devices with them when they move and use another local service provider’s CableCARD to hook up to cable in their new locale.

But that’s just one part of the tru2way story. When placed in the hands of the many players that are involved in television, the Internet and telecommunications, tru2way technology provides a powerful launch pad for innovation across multiple distribution platforms and between multiple devices.

Which brings us to the software side of the equation.

The Software Side (Interactive Applications)

Interactive content is all the rage—on your computer, your game player, your mobile phone or your PDA. Everywhere, it seems, except a medium that reaches millions of homes: television.

Granted, interactive television ranks with video phones, flying cars and commercial moon trips as something that we supposedly will have in our lifetimes. It’s been hampered by false promises, poor economics, and proprietary technology schemes.

Actually, millions of Americans already are interacting with their TVs every day. Viewers click through interactive program guides, make On Demand selections, set their DVRs, and use cell phones to vote for American Idol candidates.

While the industry doesn’t want to turn the TV into a PC, there’s plenty of room to enhance the TV experience. Tru2way technology can be used to produce interactive content on TV in a way that makes sense for viewers and for the TV medium itself.

Applications can include point-and-click TV-remote activity, such as polling, voting, trivia, play-along game shows, and instant news, sports, traffic and weather. These applications can link, or “telescope,” to On Demand video, so viewers can access past episodes, sneak previews or bonus features.

Other applications can be more immersive, including gaming. Applications can be “bound” to a specific TV program or “unbound” so they’re free to run across
multiple channels.

Viewers might even find greater love for TV commercials once the ads are interactive, allowing them to get product information that they really want. The cable industry is jointly working on advanced advertising projects to develop targeted, interactive and On Demand advertising.

Eventually, fuller forms of blended media—mixtures of TV interfaces, Web content and video—will provide new TV viewing experiences. As the platform extends across TVs, DVRs, portable players and anything else, it provides a larger and larger audience for developers’ creations.

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