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November 30, 2010

IVR: Interactivation Launches InteractiveXML for Web Developers to Build Video Apps



By David Sims, TMCnet Contributing Editor


Interactivation, a New York City-based media company, has launched InteractiveXML, described by company officials as “a free Web-based interactive video scripting toolkit, which allows Web developers to quickly build video applications that can interact with consumers' clicks, touch, text and voice.”


The company also provides free creative, scripting and deployment support to anyone developing hyperinteractive videos, company officials added, saying that InteractiveXML has been integrated with Lumenvox's voice technology for through-the-browser voice recognition and Voxeo (News - Alert) for telephony and IM applications.

"Our web-based tool allows developers to focus on the scripting and creativity of the user experience rather than the mechanics of building and deploying," said Matthew Davidge, president of Interactivation. "That makes development and deployment fast. When we shoot a demo for an advertising agency, we aim to shoot, cut, build and deploy in three days from script to screen."

In April, TMC (News - Alert) hadthenews that Interactivation Health Networks today announced that it had acquired the Patient Channel and the Newborn Channel from iVillage, a division of NBC Universal (News - Alert).

The Patient Channel and the Newborn Channel are in-hospital TV networks. Delivered directly to patient rooms and waiting areas, the channels provide viewers with health programs and, according to company officials, they can give advertisers “the ability to integrate brand messaging with content that is compelling and endorsed by healthcare professionals.”

The Newborn Channel broadcasts baby care and postpartum programming for new parents, reaching 60 percent of new moms. The Patient Channel features both condition-specific and preventative health programming to empower and inform patients. The channels are currently available in over 2,700 hospitals nationwide.

"Health-related content has been an important part of our cable television programming and we're delighted to add both networks to our media properties along with the terrific team of professionals who manage, program and operate them," said Davidge.

Beyond YouTube's (News - Alert) Annotations product, which offers clickable "choose-your-own-adventure" experiences, InteractiveXML “allows developers to incorporate variables, branching logic, web service calls, screen overlays and more, to produce rich interactive video experiences that can live anywhere a Flash Player can be embedded, including Facebook (News - Alert),” company officials say.


David Sims is a contributing editor for TMCnet. To read more of David’s articles, please visit his columnist page. He also blogs for TMCnet here.

Edited by Tammy Wolf


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