Canoe issues ExpandTV guidelines


It brings interactive television (iTV) awareness and education to viewers, advertisers and programmers: Canoe Ventures, the advanced television JV of the nation’s leading cable companies, announced the availability of “ExpandTV” implementation guidelines at

Much of the cable industry has worked on the ExpandTV brand to develop creative brand guidelines and determine technical user interface implementation guidelines since first announcing plans to develop a consumer-facing brand for iTV in May, 2010.

Version 1.0 Brand Guidelines and User Interface Implementation Guidelines have been prepared to familiarize distributor, programmer, advertiser and developer communities with the aspects of using the ExpandTV.

See the brand guidelines here

See the User Interface Implementation Guidelines here

Although it has been initially enabled in advertising, ExpandTV affords the opportunity to present viewers with a common alert to more engaging television. iTV allows viewers to interact directly with content and brands through their remote to request product samples, discounts and information, express opinions, engage in polling and trivia, and more.

As the standard brand for the industry, ExpandTV indicates that a program or ad is interactive and trustworthy. It may sit alongside other brands and content, signaling that a deeper interactive television experience is available to the viewer.

“Interactive television represents a ‘next generation’ opportunity for brand advertisers to deepen relationships with consumers,” said Bob Liodice, ANA CEO. “We applaud the industry’s move to accelerate viewer awareness of and comfort with interactivity. We believe the industry is taking an important step in that direction with the introduction of Expand TV.”

ExpandTV is the result of an industry-wide brand initiative led by Canoe, in concert with the Cabletelevision Advertising Bureau (CAB), the Cable & Telecommunications Association of Marketing (CTAM), Cable Television Laboratories (CableLabs), Bright House Networks, Cablevision Systems Corporation, Charter Communications, Comcast Corporation, Cox Communications, and Time Warner Cable, as well as national advertising and cable television programming partners.

The ExpandTV brand is managed and licensed by Canoe.

RBR-TVBR observation: In a 2010 Canoe study, 82% of viewers said they would like to be exposed to additional interactive television advertising. So consumer interest is not so much the battle right now. Marketers are looking for a  standard for iTV implementation so that they can easy work the technology within a national campaign. But at this point, there are competing companies and technologies in the space. Perhaps ExpandTV will accelerate an industry-wide, consumer-recognizable standard to entice marketers implement their iTV plans more quickly.