CTAM Summit: 'ITV Idol' Breaks New Ground

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New Orleans - Canoe Ventures challenged CTAM Summit goers to get interactive - with an open bar for lubrication - at the "ITV Idol: Ground Breaking Applications" panel late Monday afternoon.

Participants Starz, Showtime, icueTV, ZaponDemand and HSN had eight minutes to demonstrate an EBIF-based application that engages consumers and drives commerce while attendees voted on the best app via Twitter, text or Web.

HSN demonstrated its Shop By Remote app that allows users to purchase merchandise with their TV remotes. The app launched in 2004 on Time Warner systems and now boasts 30 million homes with full interactivity.

IcueTV, a provider of end-to-end t-commerce solutions, showed how users could purchase a DVD set of Discovery's "Shark Week" programming, while icueTV's app seamlessly handles order processing, management, billing and fulfillment. ZaponDemand, an iTV development and platform-integration company, showed its Zap 2TVMobile app, which lets users access coupons and special offers.

But Showtime and Starz had the most votes for a second-place finish for Showtime and first place to Starz. Earlier this week, Showtime launched an ITV preview app on Verizon FiOS that lets non-subscribers sample Showtime programming and subscribe with the click of the remote. David Preisman, vice president of interactive at Showtime, demonstrated a new app for its boxing and mixed martial arts programming that allows users to access fighter stats, win-loss record, quotes and trivia games. But Starz leveraged its rich library of on-demand movies to produce the winning app.

"One of the things that differentiates Starz," said Rebecca Rusk Lim, senior director of interactive, "is that we have so much content on-demand."

Rusk Lim demonstrated an app allows users to "start again" if they've missed the beginning of a movie, or find out what HD movies are available or what's "up next."

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