Tesco selects Electra's Trove platform for Freeview products

Electra Entertainment has partnered with Tesco to distribute its media player via Freeview TVs, set-top boxes and PVRs from June 2010.

Electra's Trove platform links broadcast and IP interactive services, giving viewers access to apps, many of which will encourage consumers to connect their devices to the internet, and provides support for games, audio and video-on-demand services.

Electra is also launching a new interactive channel on Freeview called Channel Zero which will act as a gateway to premium content and apps such as Reuters news, Met Office weather, What's On TV magazine and PlayJam games.

Tesco is adopting Trove and Channel Zero across their entire range of Freeview devices from zapper set top boxes to high-end IPTV products. Electra has revealed it is in discussions with other major retailers and distributors across Europe to offer both Trove and Channel Zero.

Electra CEO Jasper Smith said: "We're delighted that Tesco—one of the world's leading retailers -recognises the exceptional value our technology and services are able to deliver. The next generation of connected TV devices offer retailers and manufacturers unparalleled opportunities—however it is imperative that consumers are sufficiently motivated to connect. Trove is a platform that uniquely bridges the connected and non-connected worlds, whilst Channel Zero provides appealing incentives to entice users to connect, such as via games and catch up TV".

Tesco's James Crolla comments "As one of the UK's largest retailers, we're focused on ensuring that we're ahead of the game in bringing new services and opportunities to our customers. The new "connected" world presents a number of significant challenges at this time, where the ability to address CE devices in the field over air is a key benefit, helping to deliver a flexible and future proof platform. In the short term, our partnership will deliver a unique content proposition on mass volume "non connected" devices, whilst laying the foundations for the next generation of "connected" devices".

DTG Staff  |  12.04.2010

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