The Association for Interactive Media & Entertainment (AIME) has released a set of Guidelines relating to the use of text voting in Particpation TV services. In order to produce the Guidelines, AIME brought together the UKs leading broadcasters, mobile network operators and service providers to fuse best practices, standards and guidelines that relate to the planning, deployment and management of interactive Participation TV services using mobile phone technologies.
Broadcasters have expressed enthusiasm to re-utilising mobile texting as a means of programme participation, but would only be comfortable in doing so if knowledge of the mechanics of mobile technology was available, the limitations of the technology were known, and the potential for any issues were mitigated. Ann Cook, Controller of Interactive for ITV Plc, says:
AIME has successfully brought the industry together through the Interactive Broadcast Forum and this document is a major milestone in efforts towards the reintroduction of SMS voting in a way that upholds the principles of consumer protection and regulatory compliance.
The AIME Guide, compiled with collective information from the five major UK mobile network operators, is aimed at the complete value chain for mobile Participation TV services including broadcasters, production companies, service providers and mobile networks. It provides background information on the underlying mobile technologies of Shortcode Text and Shortcode Voice services, as well as offering recommendations on how to utilise these technologies in a fair and safe way which minimises the potential for technology issues. The Guidelines also offer advice on how to comply with the new regulatory requirements for robust, transparent and effectively-operated mobile services.
Other recommendations in the Guidelines include how to ensure that consumers who participate outside of the allotted window of participation do not suffer financial penalties as a result, and how to ensure that consumers who need to discuss their own participation are handled effectively and efficiently. Finally, the Guidelines ensure that the cost of participation for consumers is clear and unambiguous and complement work underway within the IBF sub-group on Tariff Transparency, established by broadcasters and network operators to agree a consistent tariff message to consumers using P-TV services.
The AIME Guide is a valuable document bringing together, for the first time, recommendations relevant to the entire industry supply chain regarding the operation of SMS services in broadcasting, says Sally Weatherall, AIME Chair and MD of New Media at WIN Plc. This document provides transparency of service operation relevant to network operators, service providers and broadcasters alike. In addition, it assists the external market, regulators and consumers in understanding the services which will instil greater confidence in their provision. Most importantly it is a document that represents genuine cross industry co-operation, underpinned by a desire to participants to act responsibly. This will facilitate the growth of the services in broadcasting and other media environments.
AIMEs Interactive Broadcast Forum brought together broadcasters from TV and Radio, programme makers, mobile and fixed-line operators and aggregators and is the first time all groups of the Particpation-TV value chain have sat around the same table. The IBF enjoys regular support from the relevant regulators Ofcom and PhonePayPlus (PPP) and has been designed to meet their requirements for boosting consumer trust and to improve communications between the regulators and industry.
AIMEs Guidelines on Participation-TV services will now be presented to both Ofcom and PPP to demonstrate what the industry has achieved in setting its own framework within overall regulatory requirements.
AIMEs Interactive Broadcast Forum and Working Group includes ITV, BBC, Five, Fremantle Media, Endemol, 3, O2, T-Mobile, Vodafone, Orange, Virgin Mobile, MIG, WIN, Dialogue, MX Telecom, Opal Telecom, Carphone Warehouse and Thus. You can download a copy of the Guidelines here.