Miniweb goes live on Sky

Miniweb has launched its much-anticipated TV Key service on the Sky Digital platform. The service went live on April 29 and is available to all 8.8 million DTH subscribers through the interactive menu and individual channels that adopt the TV Keys system.

Miniweb, run by former Sky executive Ian Valentine, has also launched a content acquisition programme to assist broadcasters and advertisers in putting interactive content to air.

In a statement, Valentine said the TV Key would help change the economics for interactive broadcasting. “Through the use of on-air TV Keys and content delivered via Freefone, this new service is a more economical approach, more aligned to a broadband world, making interactive TV affordable for all broadcasters, advertisers and channel owners,” he said.

Channel 4 and Five have recently both abandoned the use of Red Button interactive content, though both the BBC and Sky remain active supporters.

The TV Key system works through open standards. Users type a numeric key on their remote control following an on screen prompt that takes them to the dedicated TV Site with the channel reduced to a quarter screen.