Cable Show 2010: TWC To Show 'Connect A Million Minds' Pro-Social ITV App

Time Warner Cable will provide a "sneak peek" at its Connect a Million Minds interactive TV app -- which provides more info about the operator's program to connect kids with after-school programs in science, technology, engineering and math -- at next week's Cable Show in Los Angeles.

The app, which TWC claimed is the first interactive TV application dedicated to a corporate social responsibility program, will be part of the NCTA's "My World" centerpiece exhibit at the show.

"Leveraging cable technology to support our philanthropic efforts has always been a key component to our program to Connect a Million Minds," Tessie Topol, Time Warner Cable's senior director of corporate philanthropy, said in a statement. "We hope that by making it even easier to participate, and demonstrating the connecting power of our television product, the program will reach an even greater number of consumers."

The app, developed in-house by Time Warner Cable, uses CableLabs' Enhanced TV Binary Interchange Format (EBIF) specification. Using their remote control, viewers will be able to request a link to Time Warner Cable's Connect a Million Minds initiative on their cell phone via text message follow CAMM on Twitter.

The CAMM site ( lets users find after-school activities in their area. Time Warner Cable's Connect a Million Minds is a five-year, $100 million philanthropic initiative to "address America's declining proficiency in science, technology, engineering and math (STEM), which puts our children at risk of not competing successfully in a global economy," according to the MSO.