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Table 1.6 (continued).<br />

New Zealand<br />

Sky NZ Betting Service<br />

Platform: OpenTV<br />

The service allows ‘next race’ betting for<br />

horse and greyhound racing and trots and also<br />

provides ‘sports betting’ for rugby and soccer.<br />

The company has upgraded the solution to<br />

provide dynamic odds that update every 40<br />

seconds (on average the access time is 26<br />

seconds) and the ability for viewers to place<br />

bets using their remote controls.<br />

Australia<br />

Fat Cow Motel on Austar<br />

Platform: OpenTV<br />

Each episode of “Fat Cow Motel,” an<br />

interactive comedy mystery series, ended with<br />

a cliffhanger mystery that the audience can<br />

solve by paying close attention during the<br />

program or by looking for additional clues<br />

when interacting with the show online, via<br />

email, SMS, voicemail, or via interactive<br />

TV. The more platforms the viewer used to<br />

interact with the show, the more clues they<br />

received.<br />

No such unified system exists in the U.S. Instead, the power is in the hands of<br />

major cable operators and media companies; as a result, a multitude of these competing<br />

forces are constantly trying new and radical maneuvers while looking for the killer<br />

application. This approach, together with the lack of platform standardization, makes it<br />

difficult to establish unified standards across the industry.<br />

22

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