PBS first to interact with TV Answer

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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