Intrasonics’ current product suite comprises three distinct yet interlinked products: iComposer, iListener and iDirector. Together they are the basis of a process that allows small amounts of data – known as link codes – to be hidden in the audio during the production stage prior to broadcast and subsequently be decoded by mobile phone. iComposer, iListener and iDirector are all that are needed to enable the viewer to interact with media content via his or her mobile.

iComposer is an encoding application that enables link code data to be specified and added to recorded sound or applied to live broadcast streams. To the viewer, the data remains unobtrusive and hidden in the sound but can be recognised by a mobile.

Encoding link data is normally controlled by the broadcaster or originator of the content. For this purpose iComposer can be provided in the form of a software application. Alternatively, Intrasonics can encode customers’ audio as a service offering. Plug-ins for standard audio tools are also under development.

iListener is available to the consumer as either a downloadable or embedded application, iListener enables a mobile to listen to and act upon any link codes detected in the audio.

The iListener software running on the mobile handset can precisely link and synchronise to the content using the codes in the audio. This means the mobile can play in time with TV game shows and link with web-based interactive advertising.

Any number of individuals watching the same TV programme are thus able to interact directly with the content using their own mobile. This unique approach by Intrasonics provides, for the first time, a secure, low-cost and truly responsive interactive controller.

iDirector is the bridge between iListener and the content. Link codes embedded in audio by the broadcaster using iComposer and received by mobile using the iListener application are transmitted to the iDirector look up server and trigger an interaction with the media content or advertiser.

iDirector provides traceability though a full and clear audit trail. Specifically, IDs for revenue share, programme statistics including voting data, and user transactions in interactive advertising, can all be tracked and managed.

A critical feature of iDirector is its ability to scale to 100s of millions of users as the scope for interactive TV programmes and advertising develops.

TV-mobile interactivity also demands a vigorous approach to security. This has been addressed by Intrasonics in the development of iDirector and has led to a product that is fully secure. The company will work only with approved end user applications and “always up to date” application management will allow security threats to be dealt with via updates. The iDirector look up server will also act as control point for enforcing security policies.