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Increasingly you will hear the
word “tru2way” applied to HDTV sets, attached to cable set-top
boxes, deliberated by TV executives, mulled over by software
developers, and bandied about in industry circles.
What does it mean? Tru2way means consumers will have a true
two-way, interactive television experience. Behind the brand is
technology that can be used to produce more plug-and-play
cable-enabled devices, and to create and deliver new forms of
interactive and On Demand television content. It’s software,
actually—highly important software.
 Tru2way technology, formerly known as the OpenCable™ Application
Platform (OCAP™), allows digital TVs and other devices to
connect to cable without requiring a set-top box. Once the
software (technically, it’s middleware) is inside, it can be
used to offer all sorts of new, interactive programming options.
It’s really about making TV better by creating a one-to-one
relationship with viewers. It’s about giving consumers more
control over the TV viewing experience. The result is that TV
will be more convenient, cooler and personal so that you can do
more fun things with it, like this:
- Go to a store, buy a big
HDTV, and get cable television without a set-top box or a
degree in engineering.
- Easily find your favorite
TV show, or have the show find you.
- Use your TV remote to vote
for a singing contestant who may sound bad, but looks good.
- Quickly catch up on plot
points, because you can’t remember in Lost who was in the
plane crash and who is with "the others."
- Instantly get alerted to
live coverage of the latest celebrity sightings.
- Play along with a game
show and feel superior to the contestants.
- See commercials for
products that you actually want.
- Display your family photos
on TV and realize some appear a little too clear in
high-definition.
- Get a fantasy team
player’s latest statistics and wonder why you drafted the
bum.
- See a friend’s caller ID
on TV and ignore the call. Text through the TV that you’re
busy watching a music video and then send the video to your
friend’s cell phone.
Fanciful or not, all of these things, and so much more, are
technically feasible today. Cable companies are rolling out the
tru2way technology platform while major set-top box and TV
manufacturers are putting “tru2way inside.”
Now cable needs more TV networks, applications developers,
advertisers and other content providers to come on board. The
tru2way highway is being built and now it needs cars to ride on
it. There are technical details, business models and consumer
tastes to sort out.
As the hardware is married with great content, the benefits for
everyone involved will be great. Truly great.
So what does tru2way really mean? It means new products,
content, innovation and business opportunities across multiple
industries. To learn more, read on.
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