Even as tru2way held the spotlight at The Cable Show this year, EBIF was equally present, and perhaps even more top of mind for MSOs. If tru2way is the gold standard, then EBIF is the currency you can use to cash out quickly.
Part of the evidence on site included a number of EBIF applications demoed across the show floor. Every time I turned around I bumped into one particular Showtime app that teases the premium channel with marketing vids, program details, and even free episodes of top shows. With a couple of clips you can order the channel right from your TV screen. The application has been trialed with Time Warner Cable, and reportedly will see major distribution later this year.
Meanwhile there was also plenty of talk around The Cable Show about Canoe’s efforts to introduce EBIF-based interactive TV apps in the next several months. And Comcast has also now said that it will have EBIF on 10 million set-tops by year’s end.
Of course, folks who are really paying attention know that Verizon is already out of the gate with EBIF. With very little fanfare, Verizon began deploying EBIF applications for FiOS TV across Motorola set-tops last year. Interactive TV is already here.