Two Way TV hit as roll out is stalled

The future of Two Way TV, the interactive TV games system, is in doubt after the company postponed its national roll out, which was scheduled for October.

The system comprises a set-top box and a pair of handsets, which allow viewers to join in TV game shows like Family Fortunes and Countdown. The company has decided to drop its previous commitment to analogue boxes, costing 100 at retail, and to refocus on digital technology instead.

British Interactive Broadcasting (BIB), the digital interactive home shopping system, has confirmed it opened negotiations with Two Way TV last month. Publicly, Two Way TV says it will continue to make analogue boxes. However, a source close to the company says if it can agree terms, its national roll out will be through the BIB system. The autumn launch campaign through its agency Saatchi & Saatchi is understood to have been cancelled.

Two Way TV, which has Ladbrokes as one of its backers, has been tested in the Central TV region since March, but has only sold about 30,000 sets.

A source close to the company says: “Nobody wants to buy this system when hundreds of digital broadcasting channels are around the corner. Time has passed it by.”

Earlier this summer, the company pulled out of a promotional tie-up with Flextech cable game show channel Challenge TV. Two Way TV has a marketing budget of about 20m.

However, Two Way TV’s managing director Simon Cornwell says households with Two Way TV boxes watch ten hours more TV each week than the national average.

“These are precisely the requirements digital broadcasters must meet to persuade consumers to pay extra for new services and to generate viewer loyalty,” he adds.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now