Princeton Video Image and NDS Partner on iTV

Virtual advertising and imaging systems producer Princeton Video Image Inc. and digital pay TV technology creator NDS Group PLC have formed an agreement to develop advanced applications for iTV.

The two companies will develop and co-market a joint system for iTV applications based on each other's technologies. The alliance also plans to create new interactive experiences for U.S. television viewers.

NDS will integrate its Value@TV interactive television applications with PVI's iPoint platform, a hardware and software system that enables set-top boxes to insert virtual and interactive images into live and prerecorded television programs. The Value@TV interactive television applications include interactive sports, banking and home shopping, and are available to viewers worldwide, including China, Israel, Latin America and the U.K.

The new iTV applications will combine real-time functionality, 3D graphics and design. Newer varieties of applications will use multiple camera angles, voting and added content availability from broadcasters and advertisers.