PBS has become the first national TV network to pact with TV Answer for its interactive technology, to be used in both programming and member stations’ fund-raising and marketing activities.TV Answer technology will be piloted on a limited number of PBS stations as a test early next year, with the rollout to be determined by the Federal Communications Commission, which will issue licenses for interactive TV and data services. TV Answer, a wireless communications service based in Reston, Va., has announced previous deals with a number of advertising agencies. PBS hopes the technology will allow both incorporation of interactive elements into programming and viewers to make contributions and purchase program-related products through their TV sets.
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