direct/ Aproxis Plc: Launch of DP2 Programmes

Aproxis launches more DP2 programmes to air on Finland´s largest broadcaster MTV3

As a direct result of the successful interactive formats ´Voittopotti´ and ´Rahalinko´, Finland´s largest broadcaster MTV3 group has now decided to add another DP2 Participation TV format to their programme schedule. The decision marks the continuing strategic cooperation between DP2, a wholly owned subsidiary of UK-based Aproxis plc which specialises in interactive entertainment formats, combining television with interactivity through mobile telephony and broadband services, and MTV3, Finland´s largest broadcaster, and is expected to generate additional revenues for the parties.

Every workday from November 13th onwards MTV3 will air "Viihdelounas" (Entertainment Lunch), a fresh DP2 format that combines the best of talk show tradition with various kinds of interactivity: from call-tv to sms-chat and from e-mail to TV to ´viewer content generators´.

MTV3 executive producer Jussi Juutinen, in charge of Participation TV projects, says: "This DP2 format is a showcase of TV interactivity. This daily lunch show will give us the opportunity to take interactivity to the level where it becomes real ´Viewer Participation Television´. The programme content will, to some extent, be determined by viewers. Like the present call-tv formats on MTV3 and Sub TV, this project was developed by DP2 together with our in-house TV production unit, combining the strengths of both parties."

Also commenting on this announcement, DP2´ s CEO, Henk van der Vliet says:

´It is DP2´s mission to assist TV channels in implementing interactivity in the sense that it becomes structural Participation Television. Entertainment Lunch is the result of an intense process of consulting as well as co-producing. Since DP2 is not a TV facilities company we were glad to find a partner in MTV3´s in-house TV production company ´Sentraali´. Not only do they have a vast track record of creating and producing the best sms-to-tv formats, but they also have the ambition to expand their horizon towards real Participation Television."

DP2 and Sentraali have used graphic designs from Fruitlounge, a renowned Dutch TV-design company. Since Finnish broadcaster MTV3 has the constant ambition to modernise, the channel looks at Central Europe for modern atmospheres. DP2´s use of Fruitlounge graphic designs were recognised as fitting with that policy. Fruitlounge CEO Erro Verschoor comments:

"We understood DP2´s briefing completely, since both companies have been working in commercial television for many years. We were glad to deliver our designs as to the Look & Feel of ´Viihdelounas´".

DP2´s format ´Viihdelounas´ will air Monday to Friday from 12:00 till 14:00 on MTV3.

Note to the editors:

For more information please contact:

DP2 bv Aproxis plc.

Henk van der Vliet, CEO Gaston Verjans, Group CEO

E: henk@dp2.nl E: gaston.verjans@aproxis.com

T: +31 35 533 6222 T: +31 35 533 6222

About DP2 and Aproxis plc:

DP2 bv is specialized in interactive entertainment formats, combining television with interactivity through mobile telephony and broadband services. The company produces and exploits a range of prime and off-prime programs and formats, including participation TV, reverse auction formats and prime time programming.

DP2 bv is a wholly owned subsidiary of UK-based Aproxis plc. Aproxis plc also includes ACKS bv, which recently secured the rights to distribute and exclusively exploit Rotana´s premium-quality Arab-language television channels throughout Europe. For more information please visit www.aproxis.com

About MTV3:

MTV3 is Finland´s largest broadcaster. Its operations also include MTV3+ and sub tv, as well as on-line operations and MTV handy. The company is part of the Bonnier Media Group of Sweden. For more information please visit www.mtv3.fi

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This release was published on openPR.