Cable Show 2010: Itaas Develops Apps For In Demand, Twitter

Interactive TV developer Itaas has created apps for In Demand Networks to promote cable's video-on-demand and pay-per-view products, as well as a new application that provides Twitter interactive capabilities on tru2way-enabled set tops that Bright House Networks expects to deploy.

Itaas plans to demo the apps at The Cable Show in Los Angeles from May 11-13.

Itaas and In Demand developed three applications: an interactive mosaic that will promote movies on demand and live events including boxing, UFC and WWE; a sports-package upsell app for out-of-market sports packages such as NBA League Pass and MLB Extra Innings; and a "send to cell phone" app that will add pop-up notifications during on-air promos to let viewers send PPV event reminders to their cell phones.

"In Demand is always looking for innovative ways to use the latest technology to provide MSOs with advanced promotional tools for transactional products," president and CEO Bob Benya. "These new applications we've developed with itaas illustrate dynamic ways of engaging with consumers as well as driving revenue."

In Demand is owned by Comcast, Cox Communications and the Time Warner Entertainment - Advance/Newhouse Partnership.

Meanwhile, Itaas's Twitter application, which will be included in the NCTA's MyWorld showcase exhibit, lets customers who are already using Twitter on their PC or other devices to view "tweets" on TV. A viewer can view TV and track Twitter responses at the same time.

Bright House is one of the first expected deployments with the Twitter service, which is currently being tested with an internal employee group.

"Itaas provides the range of experience and expertise we look for in a development partner," Bright House senior vice president of advanced technology Jeff Chen said in a statement. "We counted on Itaas to provide a social networking application that leverages our existing set top capabilities.