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"Callaway Rule 35" - Infomercial prototype developed at AFI Enhanced TV Workshop

"Callaway, Rule 35" (Tyee Productions). An infomercial for golf equipment manufacturer, Callaway (this is actually the first time the Workshop has featured an infomercial), this project, which enjoyed very high production values, was created by advertising agency, Tyee Euro RSCG, in association with ITV applications developer, Proteus, and strategic consultancy, Filter Media. The goal, according to Andy Askren of Tyee, was "to make it real and make it cool." While it was certainly "cool," the fact that it will only run on sparsely deployed DCT3500-5000 set-top boxes is definitely an impediment to it becoming "real" anytime soon. ITV applications allowed viewers to build their own ball, find golf retail outlets in their area by zip code, and access background information on golf professionals. "Callaway, Rule 35" was certainly the most fully-realized prototype project of the day.

Producer: Tyee Euro & Proteus
Program: "Callaway Rule 35" - Infomercial prototype developed at AFI Enhanced TV Workshop
Platform: Microsoft TV & DCT-3500-5000
Appearing: Has not debuted yet - still in prototype form






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