THE interactive technology arm of WA resources company Burdekin Pacific Ltd has recently signed an alliance with Pineapplehead, providers of televised sports graphics and statistics.ICE Interactive, of which Burdekin Pacific holds a 40 per cent share, recently formed the alliance with Melbourne-based listed company Pineapplehead. Under the deal, ICE’s interactive services will be bolstered by its counterpart’s content.“The alliance will provide the tools for network operators to enhance their own content and increase the entertainment value of sports broadcasts,” Burdekin Pacific executive chairman Gino Vitale said.ICE Interactive works with television networks to increase the value of already popular programs, such as sport, with interactive applications.Mr Vitale said interactive television companies had moved away from competing with free-to-air television networks to working with them.“They will remain the content kings and our goal is to provide the tools to allow viewers greater control over how they watch sports broadcasts,” he said.Pineapplehead provides networks with content to enhance sports coverage. The company currently has a long-term contract with Channel Nine to provide statistics and graphics for first-class cricket broadcasts and was recently awarded the contract for supplying Channel Seven with content for the current British Lions Rugby Union tour.Pineapplehead managing director Evan Kourambas said the alliance was good business sense.“We don’t have the experience to develop interactive TV applications, which ICE does, and they need our content and sports expertise to develop sports interactive TV applications,” he said.
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