Sky goes interactive in Ireland

Sky Active finally launched for some 255,000 Sky Digital subscribers in Ireland today.

The service, available by pressing the 'interactive' button on the remote handset, allows viewers to:

• play games such as Space Invaders, Worms and Super Breakout
• use email through Yahoo and Talk21
• purchase mobile ringtones
• bet on sporting events using Sky Bet or Blue Square
• respond to quizzes & votes

Sky is currently "in discussions" with a number of Irish companies wanting to offer services via Sky Active, including information providers, betting companies, airlines and financial services companies.

"The launch of Sky Active propels Ireland to the forefront of the digital television revolution," said Mark Deering, Director of Sky Ireland. "This marks the start of a new and exciting stage for Irish television, bringing the very best of interactive services to our subscribers.

"Sky is proud of its reputation as a pioneer in digital TV and our investment to offer interactive services to our Irish viewers underlines our commitment to this very important market. Sky Active welcomes the opportunity to bring real benefits to Irish viewers' experience of digital television and interactive services."