SMASHEDATOM TO LEAD GLOBAL INTERACTIVE MARKET

TELEWEST have formed a new company with Atomic Tangerine, the global venture consultancy, to capitalise on the growing market for interactive TV services.
The joint venture, SmashedAtom, harnesses the skills and experience of Flextech Interactive, a division of Telewest, to the technological innovation of Atomic Tangerine, which is an offshoot of Stanford Research Institute (SRI).
SRI and their sister company, Sarnoff, were responsible for the invention of colour TV and the computer mouse, and played a significant role in the creation of the Internet.
Adam Singer, Chief Executive of Telewest, said: “SmashedAtom represents the optimum route for us to create the leading products and services delivered to all interactive platforms. We were early believers in the revolutionary potential of interactive television. Through SmashedAtom we can further benefit from the accelerating take-up of digital television in the UK and the rest of the world. It also ensures we continue to create value for our shareholders in a rapidly growing market.”
Jonathon Peachy, previously Vice President of Flextech Interactive, will be SmashedAtom’s Chief Executive. His team will include a mixture of Telewest and Atomic Tangerine employees harnessing Flextech’s creative talent with Atomic Tangerine strategic skills. Telewest will hold 60 per cent of SmashedAtom and Atomic Tangerine will own the remainder.
Peachy said: “Interactive TV will allow TV channels and retailers to make more money, advertisers to reach their audience more efficiently and government to deliver services to citizens in their homes. SmashedAtom’s blend of unique software, experience and heritage makes all this possible. Our clients want to talk to people who understand their business, not just how to write software.”
The new company, SmashedAtom will offer services to television channel, advertisers, retailers and government departments wanting to profit or benefit from interactive TV. It will work for clients on commercial and regulatory strategy, concept development, TV graphic design and software development; and will offer full project management. SmashedAtom’s technologies allow them to build interactive TV services that work simultaneously on digital satellite, digital cable and digital terrestrial television.