Electra Entertainment launches middleware for the delivery of interactive services

March 6, 2008 – Electra Entertainment has announced the launch of its new middleware which enables the delivery of interactive services such as games, betting and advertising by DTT and satellite broadcasters.

Electra licences its technology free of charge to major manufacturers who dynamically embed it in STBs, PVRs and iDTVs.  The IP version “iTrove” enables operators to deliver content simultaneously over DVB and IP, enabling real-time interaction for live betting, social networking, messaging and audience response.

“Electra allows content providers and manufacturers to ‘own’ their digital TV viewers via a rich, sticky, customisable portal that isn’t diluted by individual channel ratings and that can be deployed in mass markets to derive a plethora of revenue streams,” said Jasper Smith, Executive Director of Electra.  “The phenomenal consumer take-up of digital terrestrial television in the UK and the rollouts in Asia and Europe create many exciting opportunities for us to deliver a new era of interactivity to millions of viewers worldwide.”

Electra is owned by General Entertainment Technology Corporation, a newly-established holding company that also controls an 81% stake in Static 2358 incorporating interactive games portal PlayJam.  OpenTV retains a 19% share in Static and PlayJam following its recent sale and holds worldwide rights to market Electra’s technology to its global customer base.