UK-based interactive TV technology and production company, Two Way TV, is teaming with Jetix Nordic, the Scandinavian TV channel of children's programmer, Jetix Europe, on what the companies claim is the first multi-country text-to-TV "event." During the shows, "Sonic X," "W.I.T.C.H." and "Totally Spies" (note: the shows are targeted at 6 to 12-year-olds), Jetix viewers in Sweden, Denmark and Norway will be able to play a text-to-TV game, called "SMX," that is based on Two Way TV's Simcast technology. (Note: the Simcast platform, which Two Way TV acquired through its purchase of the company of the same name in 2004, is also used by ITV, Turner, The Optimistic Network and iPlay in the UK, Star TV Asia, Hong Kong's ATV, and Sky New Zealand.) The treasure-hunt game requires children to watch the shows closely, in order to spot and "collect" a full set of "cards" for a chance to win a prize. The "cards," which are icons illustrating the characters in each of the shows, pop up throughout those shows' broadcast; however, children who play the game will have to be familiar with the shows and their characters, as the game will also feature a number of "dummy" icons. The first viewer to collect all the real icons each day will win a prize: daily prizes will include Nintendo DS games, computer games, music CD's and Bratz dolls. Meanwhile, all players who succeed in collecting the full set of icons will be recognized in a full-screen "credits" segment.
A Jetix-produced full-screen animated promotion for the game will air at the start of each game, and will provide instructions on how to play. The game will take place from 4:15PM to 5:15PM on weekdays for three weeks. "Our Simcast technology and text-to-TV games are all about giving viewers an exciting way of interacting with their favorite programs," Two Way TV's commercial director, Guy Templer, said in a prepared statement. "This is a great example of how broadcasters can use this form of interaction to build channel loyalty and ultimately extend their brands way beyond the screen."
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