CAMPAIGN-I: Static creates future intelligence division

The interactive digital TV production specialist Static 2358 is setting up a division to develop artificial intelligence technology in digital television that could lead to the production of more interactive ad technologies.

The interactive digital TV production specialist Static 2358 is

setting up a division to develop artificial intelligence technology in

digital television that could lead to the production of more interactive

ad technologies.



The move coincides with Static’s continued investment in its new PlayJam

entertainment channel. Static has poached staff from BSkyB and the

creative web agency Lateral to roll out the brand, said to be the first

of its kind in interactive TV. Static signed a carriage deal with Canal

Satellite earlier this year for PlayJam (Campaign, 23 June).



The new division, dubbed the company’s future intelligence group or FIG

by the managing director, Jasper Smith, will push set-top box technology

to speed up the growth of the PlayJam brand. He said Static would also

personalise games and channels for customers as well as invest heavily

in perfecting interactive technology for potential advertisers who want

to use the medium.



Static’s technology director, Nick Briggs, said the trend for retro

games on digital TV would soon change, with digital TV customers

demanding more sophisticated concepts.



’We want to develop programming technology such as multi-user gameplay

to make the most of television’s key role as a medium that customers

will want to view and to enjoy,’ he said.



But he said it was crucial for Static to remain at the cutting edge of

digital television technology development as bigger companies poured

money into their ventures.



Working on the PlayJam roll-out is Carolyn Maze, who joins from BSkyB as

the commercial director of broadcast and will oversee the brand’s global

distribution and all future interactive products from Static.



Kirsty Mills comes from Quantum Internet to become e-commerce

manager.



James Bloom joins from Lateral as the head of playjam.com and Eric Zie,

the operations director, joins from the Royal Bank of Scotland.