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Chapter 13. Standards and Specifications > iTV Production Standards

13.7. iTV Production Standards

The iTV Production standards organization [PROD] establishes XML-based formats for interactive content production. The standards specify a nomenclature and method for describing the timing and content of interactive assets such as trivia games, polls, interactive advertising and leaderboards. The production standard supports the leading one- and two-screen platforms, including middleware from Liberate, OpenTV, Microsoft, and PowerTV; net-top boxes from AOLTV, UltimateTV, and MSNTV/WebTV; and PCs and Macs.

The iTV production standards initiative marks the first time in the industry that the content community has come together to develop a standard way of producing iTV. Whereas other standards bodies are focused on areas such as communication protocols, style sheets, and distribution, the iTV Production standards effort aims to address the current critical needs of the content community today by creating a common nomenclature for interactivity that can be implemented immediately.


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