The services will run on Initiate, Siren's SMS TV games platform. In this instance, the platform is controlled directly from MTV's scheduling infrastructure, allowing games and programmes to be scheduled and run automatically.
Traditionally broadcasters have required a gallery operator to deploy these types of services manually when a broadcast goes live. Initiate's implementation in MTV's play out centre is fully automated, which removes the need for manual intervention once the game has been scheduled.
Siren has also built in a CRM capability, encouraging players to visit an MTV Games WAP site, containing information about other games and encouraging offline activity.
Siren claims Initiate proved its reliability when used for ITV's reality show, 'I'm a Celebrity...Get Me Out Of Here', where throughput reached an unsurpassed rate of more than 60 messages per second.
Andrew Culpan, director of strategy and digital media for MTV Networks UK & Ireland, said: "The quality of games and graphics developed by Siren, combined with the ability to schedule in advance, will enable us to continue to offer services which give our audience the chance to experience our brands outside the linear television world while making sure they are always entertained."
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