Electra Entertainment has partnered with the UK's largest retailer Tesco to distribute its interactive technology via standard and HD Freeview-ready TVs, set top boxes and PVRs, available in stores from June 2010 onwards.

Electra's Trove software platform is a media player that seamlessly links broadcast and IP interactive services, unleashing a new interactive TV experience. Trove allows TV viewers to access a wealth of rich interactive apps, many of which will encourage consumers to connect their devices to the Internet. Operating several times faster than traditional interactive TV platforms, Trove supports a wide range of content services including games, audio and VOD.

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