Craze Productions and DSPV: Old media learns interactive tricks
HOT – you’ll scorch your eyes and ears
UK mobile users are going to get an early Christmas present. Craze Productions – brainchild of Sam Kleinman, aka Doctor of Dance – will make its content catalogue available to mobile consumers via Sky TV. They will be able to view video clips using their 3G phones and choose content by aiming camera phones at the TV screen.
Put another way, the TV screen will act like an interactive banner on the Web, thanks to technology from Israeli company DSPV.
Craze is also planning to enable consumers to download and preview mobile content from printed ads and posters promoting artists working for Craze Productions, which describes itself as being, “the first, exclusively digital, global record label”.
According to DSPV’s chief executive and serial entrepreneur, Tsvi Lev, the service will go live in the UK in late November or early December.
The DSPV mobile content distribution platform supports downloads, MMS and streaming video via 3G mobile calls. Mr Lev says that any content provider, advertiser or printed media company could use to interact directly with consumers via their mobile phones.
If it catches on in the wider world, this could be, finally, the trigger that provides the huge traffic surge that mobile network operators have been praying for ever since the crazy days at the turn of the millennium when they had a collective rush of blood to the head and paid much too much for their 3G licences.
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