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
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
James Bloom joins from Lateral as the head of playjam.com and Eric Zie,
the operations director, joins from the Royal Bank of Scotland.