Ball State became the first university in the nation to do research using a new software program that might make interactive television a reality in America.
The Center for Media and Design's director of testing and assessment Mike Bloxham said that the interactive television introduced by Emuse Inc.'s Modelstream technology will change the viewing experience forever.
"People can use a remote control to interact with television programs, doing things like changing camera angles while watching a sporting event, voting on reality show contestants or playing along during game shows to enter advertiser-sponsored competitions," Bloxham said.
The Center for Media and Design plans to use its production and research facilities to determine how consumers respond to various interactive television approaches in advertising, news and weather, Bloxham said.
"The reason it is exciting is that this is a first for any university, and we will have the chance to address some of the biggest questions in TV today," Bloxham said.
John Bryan, U.S. director of operations for Emuse Inc., said that Modelstream should help Ball State produce ground-breaking research that will benefit the communications industry.
"This kind of study has been missing for the United States iTV landscape. We are very pleased to be associated with it," Bryan said.
The Center for Media and Design is already attracting the attention of major advertisers, agencies, broadcasters and hardware manufacturers who are interested in the kind of research Ball State plans to do with Modelstream. Bloxham said he expects major organizations to come on board formally and work with the university in the future.
Emuse has already experienced success with Modelstream in the international market. Software companies might promote Modelstream to consumers in the United States based on Ball State's research of the program.
"We are, in fact, the company's first customer in the U.S. as it was only launched very recently in this market," Bloxham said.
Ball State invested in Modelstream after its launch at the National Association of Broadcasters convention in April.
Emuse's chief executive officer Patrick Rainsford said that the Center for Media and Design's work is welcome news to him, because he believes that each marketplace will evolve independently of what has worked in other countries.
"Our research will help shape what people see on television in the future. It's going to provide great opportunities for students and faculty alike as well as raise the profile of Ball State and the Center for Media Design as places that are fully engaged in the future of TV," Bloxham said.
Read More
Three Air Jam teams take home the win
October 12, 2012Nineteen teams shimmied, shook and flipped for a sold out John R. Emens Auditorium on Thursday night during the 25th annual Air Jam.
Bill Clinton Speaks at North Central High School
October 12, 2012Former President's Speech Could Have Effect on State Senate Race
