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Telewest Goes Atomic On Interactive TV


-Hoping to "jump-start the interactive-television revolutions,"
Telewest Communications plc

has joined forces with
Atomic Tangerine

to create a new ITV co-venture called
. Under the deal, Telewest will hold 60 percent of Smashed Atom, and Atomic Tangerine will own the remainder.

SmashedAtom-with help from Telewest subsidiary
Flextech Interactive

-will act as an ITV consultant, offering concept and graphic design support to television programmers, advertisers, retailers and government departments. SmashedAtom will target ITV services that are offered via digital satellite, cable and terrestrial platforms, the companies said.

Former Flextech vice president Jonathan Peachey will serve as SmashedAtom's chief executive.