TV Telephony, a service which allows digital television viewers to make and receive calls using their TV, has been launched by digital TV experts Waterfront. TV Telephony offers a range of possibilities for utilising voice calls over interactive television, from the development of new forms of game show, to creating more direct alternatives to traditional freephone or local number calls for advertisers and brand owners.

The service will allow programme makers, broadcasters and advertisers to create direct voice contact with viewers and allow services such as ‘ring me back’ to be placed within TV shows and advertisements. The viewer can press a button on their remote control – just as they would for Interactive services – to trigger a call to their home or mobile phone.

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