Microsoft TV announces its participation as the Premier Sponsor of "Red Button -- The iTV Applications Event" -- the first live industry event to showcase the next generation of interactive services, and the developers, artists, and engineers who create them.

Red Button -- The iTV Applications Event takes place May 16 & 17 at the Seattle Renaissance Hotel. The event is a production of CMP Media, which also produces "TelcoTV", the leading industry event in North America focused on IPTV technology and content, and "IPTV Europe."

Red Button takes its name from the red button located on TV remotes that allow viewers to access interactive services from a television channel. The BBC and other broadcasters encourage viewers to "press red" to trigger interactive applications. Attendees to the event will learn more about the opportunities for interactive TV applications, and see demonstrations of innovative, interactive, software-enhanced and participatory TV applications.

Red Button -- The iTV Applications Event brings together the leading industry minds to learn from one another, address the technical and business challenges of iTV services, and opens the doors to enhanced TV offerings for cable, satellite, mobile and telephone operators; advertisers, content producers; iTV applications developers; middleware and set-top box providers.

Red Button is designed to spur the development of innovative, feature-rich interactive applications that will reshape and redefine the TV experience," said Timothy Downs, Vice President of Emerging Technologies, CMP Media. "Microsoft TV's endorsement and support of Red Button Interactive is emblematic of its commitment to developing the next generation of interactive and enhanced television services."

Registration is open for the event, and can be completed online: http://www.scievents.com/redbutton.