Skip navigation
Skip navigation
You are using an outdated browser. Please upgrade your browser.

Technology solutions company Proxama today announced the launch of a service to help brands with web and mobile internet sites take advantage of Miniweb’s new interactive TV service – TV Keys.

Proxama helps brands repurpose existing web content, build TV Sites and develop new transactional services for this cost-effective interactive TV service. Proxama covers the whole process of creating a TV Site from content and design strategy, to service innovation – including integration with other technologies such as mobile and near field communications – hosting and go-live. Proxama has already worked on many TV services, including for John Lewis, QED, SkyCard, Message2mobile, AOL and Domino’s Pizza.

TV Keys associate brands or memorable words with numeric codes that can be entered using the remote control to allow viewers to visit web-like TV Sites. For example, the word HOLIDAYS would match the numbers 46553297 (H=4 on the keypad, etc) taking you to a relevant TV Site. TV Keys can be included in programming and TV advertising or any other media, just like a website address, to encourage viewers to interact at any time with the TV Site content or service. Miniweb Interactive launched the TV Keys service in November 2008. There are already more than 9 million Sky subscriber homes with access to TV Keys, with plans to rapidly grow this reach.

Proxama CEO Dr Neil Garner said: “Developing an interactive TV presence has never been as simple or cost-effective as this and it is a great opportunity for brands looking for new ways to engage with customers as part of a multi-channel strategy. What’s more, because this web-like TV presence can be clearly targeted at specific customer groups, the results are easy to measure.”

He added: “The launch of TV Keys is a really exciting development for brands that may have been prevented from building TV into their multi-platform strategy due to the cost and timescales. We have been involved in the development of Miniweb Interactive’s TV platform since the beginning and are well placed to help companies get the best from it.”

Miniweb’s Marketing Director Andrew Noble said: “TV Keys linked to TV Sites present a step change in the economics and delivery of interactive TV services. As a trigger for consumer interaction, TV Keys are affordable, personalised and actionable at any time. We have been working with Proxama since the early days of the service’s development and it is in a strong position to help broadcasters, content owners and advertisers create new value-adding interactive TV services.”


For further information contact Proxama PR manager Belinda Gannaway on +44 (0)1603 283422 or

Notes to editors:

About Proxama (

Proxama, part of the American Banknote Group, works with consumer-facing organisations, helping them to get the most out of consumer technologies. The company employs some of the industry’s most experienced professionals in smartcards, mobile phones and interactive TV technologies and can combine these technologies to deliver solutions that can be easily integrated with a range of other suppliers in payments and ticketing, loyalty, and information and service discovery. Clients include MasterCard, Virgin Mobile, BT and Sky.

About Miniweb Interactive (

Miniweb, the interactive service provider with headquarters in the UK, delivers a converged broadcast and broadband entertainment experience that provides personalised, web-style interactivity for TV viewers. It allows broadcasters, network operators, content owners and advertisers to easily and cost effectively deliver new services and business models and to monetise viewer see, search and spend actions. Miniweb’s open standards based platform enables the creation and delivery of interactive entertainment across multiple TV distribution networks and is already deployed in over 9 million homes.

This press release was distributed by ResponseSource Press Release Wire on behalf of Proxama in the following categories: Consumer Technology, Business & Finance, Media & Marketing, Retail & Fashion, Computing & Telecoms, for more information visit