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Click here to read the introduction
This month, MIG supported the launch of the Association of Interactive Media & Entertainment's (AIME) Guide to Interactive Broadcast Services, which is a cross-platform guide designed to outline best practices for broadcasters and service providers in Participation Media programming.
The guide provides practical advice on the processes involved in executing interactive and premium rate services such as programme voting, reverse auctions, competitions, text to screen and chat, from mobile phones, interactive voice response (IVR) and red button on digital TV. This is the first time that a guide has been published that takes a total approach, linking all the stakeholders in the complex premium rate and interactive value chain.
In particular, the guide outlines the roles and responsibilities of each member of the value-chain and indicates best practice in areas such as programme planning, management and how to work within the guidelines provided by the appropriate regulators.
Throughout 2007 a number of UK broadcasters and service providers attracted investigations as to how their participation TV services were run and as a result, some of the UK broadcasters suspended certain aspects of their interactive programming. Unsurprisingly, consumer confidence in participation TV and radio faltered, and premium rate revenues all but dried up. During this time AIME (formerly known as the NOC) has driven various initiatives to restore confidence in the interactive broadcast sector and continues to work closely with the wider industry.
The Interactive Broadcast Services Guide supported by Mobile Interactive Group and other member broadcast service providers, can be downloaded at www.aimelink.org and is targeted at broadcasters, programme producers, mobile network operators, service providers and regulators. It is intended to support any business that wishes to operate successful and compliant interactive services.
Roy Ellyatt, CEO of AIME comments: "Now, with a renewed interest in how premium rate services can be introduced to provide programme interactivity, there is a clear need for industry stakeholders to work together and restore consumer confidence by implementing consistent and acceptable standards. The Interactive Broadcast Services guide is an excellent industry resource, one which we intend to grow and adapt as the industry evolves. I'd like to take this opportunity to thank Mobile Interactive Group for their sponsorship and contributions to the guide."
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