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LG Electronics (News - Alert) reportedly has signed a memorandum of understanding with six U.S. cable operators, including Comcast, Time Warner, Cox, CableVision, Charter and Bright House Networks. The MOU supports the use of the “tru2way” technology platform for delivering two-way interactive digital cable services without a set-top box, according to the companies.

 

The LG tru2way HDTVs planned for 2009 and beyond will now receive the latest interactive cable services, from video on demand to interactive programming guides, in virtually every media market and without a set-top box, officials say. According to Woo Paik, LG Electronics’ president and chief technology officer, this pact will also facilitate the development of a viable, two-way retail market.

 

The tru2way “plug and play” technology is developed by Cable Television Laboratories Inc., and is backed by the nation’s six largest cable companies, which together account for an estimated 80 percent of all U.S. cable subscribers, according to the company. LG Electronics’ officials say that Tru2way technology enables consumers to receive interactive cable services, including video-on-demand, voting and polling, games, and e-commerce in integrated retail DTVs without the need for a separate set-top box.

 

“With the addition of LG – the latest in a series of MOUs our industry has entered into with leading consumer electronics companies,” said Richard R. Green, president and chief executive officer of CableLabs (News - Alert). He said that this validates their tru2way technology, which employs the same Java-based platform used in mobile phones, interactive broadcasting and Blu-ray HD digital video recorders.

 

Green said that Tru2way will allow cable operators, consumer electronics manufacturers, content owners and others to work together to provide creative interactive services directly to the consumer.