MUMBAI: interactive television company Open TV and adult content provider Playboy Enterprises, have signed a multi-year agreement.

The two parties will jointly develop, integrate and launch digital interactive software applications for deployment on Playboy's worldwide suite of television programming networks. As part the agreement, the companies expect to develop interactive applications capable of running on all software platforms, and will not be limited to any specific set-top box middleware or any proprietary iTV solution.

Under the agreement, OpenTV will also support Playboy in marketing a wide variety of interactive applications and games to network operators worldwide, and general consulting and advisory services.

 
OpenTV's senior VP and GM marketing and applications products Tim Evard says, "We are delighted to partner with such a powerful global brand like Playboy to develop innovative interactive television applications. This commitment reinforces the compelling value proposition that we offer in the applications space, and we look forward to building unique, reliable and stable technologies and applications that increase viewership and revenue for both Playboy and their network operator distributors around the world."

Playboy has stated that it is committed to helping its distribution partners drive maximum value from the programming it offers. Playboy believes that iTV applications will be a powerful tool for its partners and will also provide a more compelling viewingand transactional experience for the consumer.

OpenTV claims to be deployed in approximately 47 million digital set-top-boxes in 96 countries. The company's software enables a wide array of functionality, including enhanced television, a full-featured IPTV solution interactive shopping, interactive and addressable advertising, games and gaming, personal video recording, and a variety of consumer care and communication applications.