We use cookies to provide you with a better experience. If you continue to use this site, we'll assume you're happy with this. Alternatively, click here to find out how to manage these cookies

hide cookie message
80,258 News Articles

Sony helps car maker get closer to customers

Mercedes pushes S-Class range with interactive ads

Electronics giant Sony has announced a partnership deal with car maker Mercedes-Benz, which will allow it to test out its new interactive TV technology, MHP (multimedia home platform).

As part of the launch of Mercedes' new S-Class range, Sony's MHP technology will be used to allow digital TV viewers to interact with TV adverts in a similar way to internet promotions.

Viewers access the adverts on a television, and via a remote control they can click on boxouts on the advert to find out more information about specific parts of a car, request a brochure and even take part in a Mercedes competition.

"Our commitment to MHP is aimed at bringing new interactive services to households and creating a stable return path for high-quality software development as well as for television broadcasters," said Andreas Riegler, general manager of Sony NetServices.

This is the first time the technology has been used in a national advertising campaign.

MHP is a new interactive platform for digital TV and multimedia transmission. First published in February 2000, it is designed to bring together the benefits of digital TV, which include improved picture and sound quality, with the interactivity of the internet.


IDG UK Sites

Acer Aspire R11 review: Hands-on with the 360 laptop and tablet convertible

IDG UK Sites

Apple Watch release day: Twitter reacts

IDG UK Sites

See how Framestore created a shape-shifting, oil and metal based creature for Shell

IDG UK Sites

Apple Watch buying guide, price list & where to buy today: Which Apple Watch model, size, material,?......