Electra Entertainment has announced a partnership with Tesco for the distribution of interactive technology through standard and high definition Freeview-ready TVs, set top boxes and PVRs. The technology will be available starting June 2010. Electra strives to become a leading distributor of interactive television systems through the licensing of advanced playout and receiver technology. Electra’s Trove is a broadcast and connected interactive television platform, rendering content with speeds and efficiencies better than conventional interactive platforms.
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Electra Entertainment is a UK-based media technology company that offers rich, branded interactive service platforms to operators worldwide, supported by a strong mixture of subscription and advertising revenues. Formed in 2004, Electra’s highly experienced management team includes John Swingewood (Chairman), ex director of BT and BSkyB; Jasper Smith (CEO of both Static and Electra), Jonathan Drazin (CTO, co-founder and ex-CTO Europe for Gemstar) and Dale Heathcote (ex commercial director of Humax, Metronic and DSG).
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