CHUM BEGINS BROADCASTING ENHANCED TV
By Adnews Staff
Toronto-based Chum Television has begun the first phase of its enhanced TV programming. Using technology from Wink Communications of Alameda, CA, Chum is now providing channel-specific enhanced content on its MuchMusic, MuchMoreMusic, Citytv and Star! channels to subscribers of Rogers digital cable in Ontario. Advertisers on those channels can enhance their commercials to allow viewers to buy a product or receive more information or coupons. Digital cable subscribers can access this additional content with their remote controls when an icon appears on the screen. The icon appears briefly when a viewer tunes to an enhanced channel. It reappears when a new application, such as an enhanced commercial, is broadcast. The second phase of Chum's enhanced TV initiative, involving program-specific content, will begin this summer.