mTouche Launches Interactive TV Show: Celebmania

mTouche Technology

KUALA LUMPUR, 26 July 2007 – Following the successful run of Insomnia, an interactive TV programme aired on TV3 late last year and earlier this year, MESDAQ-listed mTouche Technology Berhad (“mTouche”) together with UK-based Cellcast Plc (“Cellcast”) has successfully launched its latest interactive TV show CelebMania, through their joint venture company Cellcast Interactive Malaysia Sdn. Bhd.

CelebMania is the first interactive TV show on TV3 that uses a real-time three dimensional (3D) rendered virtual reality set, featuring high tech graphics and puzzles elements on the show. In fact, it is believed that Celebmania is the first ever TV interactive show that uses this technology in the South East Asia region. CelebMania blends popular entertainment with interactive quizzes that are highly captivating and competitive in nature. The first episode of CelebMania was successfully aired over TV3 on 25 July 2007.

Eugene Goh, CEO of mTouche says that the local TV broadcast landscape is changing with the impact of interactive TV shows.

“Game shows that feature a limited studio audience are conservative and clichés in this age. People are no longer contented with shouting their answers at the TV screen during quiz shows. Technology has enabled this current era where every TV programme audiences everywhere can take part, just as the trend in tech-advanced nations such as in Japan, Korea, and India today.”

“As such, we see quality interactive TV shows that offer insightful content and attractive prizes becoming very popular here in Malaysia”, he adds.

CelebMania is a late-night television show created for terrestrial television. Viewers are able to participate in brain-teasers and quizzes, while being entertained with high-energy comedy sketches, musical acts and celebrity gossips.

CelebMania, hosted by local celebrity, Sharifah Shahirah, and popular comedian, Din Beramboi, is the second interactive TV show to broadcast over TV3 using Cellcast’s Interactive Television (“iTV”) format and solutions, leveraging the mTouche™ Intelligent Short Messaging Platform, mTouche™ Interactive TV Platform for Premium Short Messaging Services (“SMS”) and Premium Interactive Voice Recognition (“IVR”) services.

Goh is confident that CelebMania will do equally well, if not better than the hugely successful Insomnia, rated the No. 1 interactive TV show at TV3 which was aired from late 2006 till early this year.

He says “Our ability to produce highly rated TV shows are credited to our having a world class production team with more than 10 years of experience in this field. mTouche is proud to be spearheading the local broadcast industry by having a major part in developing quality, interactive content.”

“mTouche’s excellent working relationship with Media Prima group which owns all four Free-to-Air Channels, namely TV3, NTV7, TV8 and Channel 9 has also made this production of CelebMania possible.”

Interactive TV has reached nationwide audiences in Indonesia and Thailand, and mTouche firmly believes that this is an unstoppable trend in Malaysia. With its high mobile phone penetration, advanced telecommunications infrastructure, vibrant media environment, audience participation – especially from youths of the ‘thumb generation’, interactive TV will certainly revolutionize how TV programmes are being played out in Malaysia.