Canoe Ventures today announced on behalf of the cable industry the availability of the ExpandTV implementation guidelines at ExpandTV.com. The cable industry has worked collaboratively to conceive the brand, develop creative brand guidelines and determine technical user interface implementation guidelines since first announcing its plans to develop a consumer-facing brand for interactive television in May, 2010.
ExpandTV represents two-way interactivity bound to television advertising and/or programming. As the standard brand for the industry, ExpandTV indicates that a program or ad is interactive and trustworthy. It may sit alongside other brands and content, signaling that a deeper interactive TV experience is available.
ExpandTV is the result of an industry-wide brand initiative led by Canoe, in concert with the Cabletelevision Advertising Bureau (CAB), the Cable & Telecommunications Association of Marketing (CTAM), Cable Television Laboratories (CableLabs) and cable operators including Bright House Networks, Cablevision Systems, Charter, Comcast, Cox, and Time Warner Cable, as well as national advertising and cable programming partners.