Norway-based broadcaster TV2 has integrated new interactivity software developed by never.no, in an attempt to encourage viewer participation in its telecast of the annual Tour de France race.
The software will provide cycling fans with the opportunity to contribute content to the broadcast of the event via web interfaces such as Twitter, and by SMS and MMS messaging.
The system will also be utilised by TV2’s sports journalists, who will use the platform to contribute content almost instantaneously.
"With the Tour de France this year, Norway's largest commercial broadcaster [TV2] will become — as far as we know — the first sports broadcaster in the world to fully integrate and synchronise viewer interaction through mobile phones, Twitter, web chats, web TV, and broadcast television," said Lars Lauritzsen, CEO, never.no.
"We expect that avid fans' ability to express themselves in 'conversation' with other fans and with TV experts will create a unified social experience, transforming the disorganised cycle racing fan-base into a loyal TV 2 sports community," he added.
The never.no interactivity suite purchased by TV2 includes four separate software applications designed to enhance active viewing capabilities.
Never.no’s Middle East operations are headquartered from the company’s Dubai office.
The 2009 installment of the Tour de France race will run from July 4 – 24.