BskyB has launched a Sky Text service, available to the four million digital subscribers in the UK, which includes interactive capabilities allowing viewers to go online to bet on sporting events while they are watching the action.
Sky Text uses OpenTV Publisher, technology that allows BskyB to distribute XML content to users and display it on the screen in the form of click sensitive text.
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Viewers will also be able to get news, sport and information from www.Sky.com. All of this information will transfer automatically across communications provider Thus's fibre optic network and modem facilities to the relevant content provider.
Achieving co-ordinated text displays with on-screen video in real-time is seen as a major step towards genuinely integrated services, rather than simply television with "bolted on" Web pages.