Gravity Ventures Pty Ltd has launched a new 3G-to-TV live video calling solution which will enable every Australian who watches television to potentially become part of the show.

Simply by making a standard video call from any 3G mobile phone, viewers can interact with, and participate in, the newest genre of television shows – Participation TV.

Gravity’s Director of Products and Services, Anthony Farah said, audience involvement is becoming increasingly important for broadcasters.

“Broadcasters have identified that involving the audience raises retention levels and this is a critical success factor in the battle against other entertainment sources,” he said.  “Participation TV attracts high levels of affinity and strong viewer interest because of the nature of such shows – expecting the unexpected; the anticipation that anything can happen.”

Participation TV offers production companies and television broadcasters new forms of competition services, talkback TV and news services; allowing anyone with a 3G mobile phone to potentially become a game show contestant or roving reporter.  It also opens up new revenue streams including mobile advertising.

Gravity’s service delivery platform offers integrated user experience across web, mobile web and 3G including live video conferencing.  To achieve the 3G-to-TV live video calling solution, Gravity has integrated its service delivery platform with carrier-grade network equipment (3G gateways and IVVR) to take a call from the mobile phone to the television production desk in real time.

“Our solution enables easy and rapid deployment of new innovative television formats including live breaking news, interactive games, contests and auctions,” Anthony said.

Gravity offers 3G-to-TV as a managed service, delivering the enabling technology to television broadcasters and production companies, and allows them to focus on developing their formats.