WMA, Prime Ticket get interactive

The William Morris Agency has teamed with Prime Ticket Network and a New York interactive service provider to start an L.A.-based interactive cable service.

With ACTV Inc., William Morris and Prime Ticket plan to create a service that will allow users to select from four options that are programmed into each show.

On a children’s show, for example, kids can interact with characters, who might ask them to select from one of four different adventures to go on.

“This not only holds their attention, it give the program a better shelf life ,” said David Reese, an ACTV exec veepee.

Prime Ticket will provide sports programming for the service. WMA’s role is to line up everything else, from kidvid to gameshows and infomercials to off-network series.

“We’re bringing all the other programming,” said Lee Rosenberg, a senior VP at the percentery.

Rosenberg and Reese said the venture has lined up programming beyond sporting events, but declined to name the shows or the MSO that has signed on to carry the service.

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