Starz Launches EBIF App to Enable Easier Access to VOD from Linear Channels

At the NCTA Cable Show in Washington, DC Thursday, premium programmer, Starz, launched an application dubbed "Enteract Now," which is designed to allow easier access to VOD services from linear channels, and which it says will be the first of a number of interactive TV products that it is developing in a bid to enhance the consumer viewing experience. According to the company, the new app gives viewers the ability to instantly link--via on-screen shortcuts--to the on-demand version of the movie or TV program they are currently watching on a traditional linear channel.

The app was demo'd Thursday by Starz chairman and CEO, Robert B. Clasen, in a promotional event in the Cable Show's CableNET technology showcase (note: the latter is co-sponsored by CableLabs and the NCTA) which also saw the participation of CableLabs president and CEO, Richard Green, and Comcast chairman and CEO (and CableLabs chairman), Brian Roberts. The app is based on CableLabs' EBIF specification, meaning that it should be easily launchable on any cable system where that spec has been deployed.

According to Starz, once their cable operator deploys Enteract Now, viewers tuning to one of Starz' standard- or high-definition Starz, Encore or MoviePlex channels will see an icon on the TV screen informing them that the movie or program they are watching is also available on-demand. When they use their remote to click on the icon, they are instantly taken to the beginning of the on-demand version of the program. Without the shortcut provided by the new application, Starz points out, viewers who have tuned into a show on a linear channel half-way through have to go through multiple different steps in order to see if the show is available on-demand and select it from the VOD menu. The application also allows viewers to instantly access--without leaving the channel they are watching--a list of upcoming programming on that channel, as well as a list of all the movies available on-demand from Starz, Encore and MoviePlex (note: Starz bills the three services as collectively offering up to 350 SD and 70 HD movies and original programs on-demand, though the actual amount of programming available to consumers varies from cable system to cable system). "This easy-to-use, non-intrusive feature will dramatically improve the viewing experience for our subscribers," Clasen explained in his presentation. "In fact, we think it's as important a consumer innovation as the introduction of pre-set radio station buttons in car radios were when they first came on the scene over 50 years ago. Starz is delighted to be working with CableLabs' specifications, and we're looking forward to working with our cable affiliates to make this exciting new feature available to our customers." Added Comcast's Roberts: "As we roll out the EBIF interactive platform, we'll be looking for new applications like this that will give our customers features that bring more interactivity to the television experience."

Cable Show attendees can view Enteract Now in the CableNet exhibit, in the Starz (#1505) and enableTV (#807) booths, and in the HITS AxIS section of the Urban Loft area of the Broadband Nation exhibit.