Rather than wait for tru2way to fully develop, cable operators are planning to roll out interactive TV services to compete with telco IPTV by deploying an existing technology that can deliver interactive features to legacy set-tops now being used by customers, according to the latest report published by Light Reading's Cable Industry Insider.

EBIF: Cable's Practical Approach to Interactive TV examines the prospects and challenges of using Enhanced Binary Interface Format (EBIF) to deliver interactive TV services and profiles 19 suppliers that support EBIF activity in various ways. It includes an assessment of EBIF capabilities, pros and cons, deployment projections, the competition for interactive TV, and strategies and plans by MSOs, programmers, and suppliers.

EBIF deployments are widely viewed as a transitional initiative that will give way to tru2way once that technology is ready for mass-market deployment, Leddy says. "EBIF will serve as a warmup for tru2way, where richer apps can flourish in a Java-based OpenCable Application Platform [OCAP] environment," he explains.

Key findings of EBIF: Cable's Practical Approach to Interactive TV include the following:

• About 15 million set-tops will be enabled for EBIF by year end, an amount that will nearly double in 2010.
• New specs and a brand identity are in the offing to expand EBIF capabilities and awareness.
• Canoe Ventures plans to deploy an EBIF interactive advertising tool in the fourth quarter, and cable networks are trialing bound apps in programming.
• While EBIF only enables simple ITV, suppliers are seeking to use it as a gateway for IP, mobile, VoD, advanced advertising, and other robust platforms.