MTV ‘Hits Interactive’ Launched in UK

Reprinted from a NDS press release:

LONDON–Feb. 11, 2002–

NDS Group, a News Corporation company and the leading provider of interactive TV applications and technology, today launches MTV Hits Interactive, the UK’s first 24×7 interactive music TV service powered by NDS Value@TV technology.

Launching on Sky digital, MTV Hits Interactive is the first program to allow viewers to customize their viewing by “sticking” virtual logos and images to their TV screen. Especially themed stickers will be available to coincide with events such as St Valentine’s Day or the MTV Europe Music Awards. Viewers can also play daily interactive quizzes, winning merchandise and electronic goods, and receive the latest gossip from global music artists.

NDS provided interactive voting technology for the 2001 MTV Europe Music Awards. Viewers were able to choose, with their remote control, award nominees across 12 categories. Over 700,000 votes were cast in the 3 days leading up to the awards. The audience could also access the latest news on the awards and enter competitions.

Paul Thompson, director interactive TV, NDS Group commented: “MTV Hits Interactive builds on the success of the MTV Europe Music Awards applications, which proved that interactivity is popular with MTV viewers and also generates revenue and ratings for the channel. As MTV’s interactive TV partner we have been able to blend MTV’s creativity with NDS’s interactive TV technology to deliver an enjoyable viewing experience that drives MTV’s business forward”.

Chris Sice, managing director MTVi UK commented: “MTV has a reputation for pushing the creative boundaries of interactive technology; this new interactive service firmly establishes MTV and NDS at the forefront of the current iTV drive.”