3G operator 3 is launching what is one of the first truly interactive two-way mobile TV channels.
The move demonstrates the potential of fully interactive mobile TV channels for more mainstream branded content, such as quiz shows.
The Psychic Interactive service, developed by Requestec, makes use of video shortcodes, which enable users to access content by simply making a video call on a 3G phone to have it streamed to them.
The nature of the video call means the content can be fully interactive, enabling the caller to be seen by the TV presenter.
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