Airplay TV adds new dimension to live television
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 Today millions of mobile phone users participate in television events by sending text messages to vote on proceedings. Before the end of this year, though, the mobile phone is expected to let millions of television viewers become active participants in live television shows on a completely different level thanks to the advent of AirPlayTV. AirPlay has designed a platform that will allow consumers to play along with live broadcasts and compete against friends, family or studio audiences as the live broadcasts unfold. Set to kick off this fall in the US, AirPlayTV will begin by offering AirPlay Sports timed to coincide with the beginning of the professional and college football seasons. Players will be able to make predictions from their mobile phones and compete directly among groups of friends for rewards or recognition. Real-time updates of scores and rankings against their competitors will be sent throughout the TV broadcasts to the mobile phone participant. AirPlay intends to expand its interactive mobile/TV platform to include game and award shows, reality TV programming and other types of real-time TV shows. The patent-pending technology has already received financial backing in the form of $4 million from Redpoint Ventures and wireless communication innovator Qualcomm. The platform is being pitched as easily integrated by content creators and broadcasters into their programming while consumers can download the AirPlay software to their handsets from select wireless carriers or via the AirPlay website www.airplaytv.com. There will be a fee for using AirPlayTV but details have not been finalized and will be announced when the product launches in fall. A company spokesperson told MEB Journal that "there is certainly potential for the AirPlay technology to be used outside the US", although there is "nothing to announce yet with regard to international expansion".
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