A group of leading US interactive television providers are joining forces to create a standard to make the technology more accessible and economical to develop.

The standards should enable producers and studios to write interactive content just once for distribution on all major set-top box and personal computer platforms.

This is the first time the industry has come together to develop a standard way of producing interactive TV.

Up until now there have been a number of different systems developed, leading to fragmentation and confusion for consumers.

Interactive TV company Goldpocket Interactive is developing the new standard, with the backing of 90% of companies in the fledging sector.

Games

It is hoped the amount of interactive television programming will increase because it will be more efficient to produce for all platforms.

At present the main uses of interactive television content in the US is for programme guides and on-demand movies.

The predicted standards should lead to the development of e-mail, shopping, games and advertising through a TV screen.

Interactive TV is a system for two-way communications via television sets using remote controls, and many cable TV and satellite TV operators are now beginning to install the systems across the United States.

Goldpocket said it has created an advisory committee for the development of the standards set.

Fees

Members include America Online, Turner Broadcasting, Game Show Network and Lionsgate Entertainment

A paper outlining the standards and information is available now but a more detailed release of the specifications will be made available at the National Cable and Telecommunications Association convention in May.

There will be no licensing fees collected for the use of the standards.