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Local expertise in iTV
By Akhry Ameer
Singer (Sri Lanka) Ltd scored a first in the television market recently by launching the first integrated Internet TV (iTV) to the local market. The innovation goes beyond the mere introduction of the product into the market as a significant part of its research and development comprised local expertise.

The Internet TV is an integrated unit that looks like an ordinary television and comes with a wireless keyboard and remote control. The user is able to switch between a TV screen and an Internet browser at the click of a button. The concept has been around both locally and in other countries where an additional set-top box can be purchased and connected to the television for Internet usage. Singers expertise is to integrate this into a single unit, as it would have cost around an additional Rs. 7,000 for the set-top box.

The research and development brought together US-based Telecruz Technologies, that developed the browser card, and local Singer (Sri Lanka) personnel who developed the interface to incorporate the browser card into what otherwise would have been a normal television set.

Singer also tied up with Lanka Internet as its preferred iTV service provider who would provide the expertise in establishing Internet connections for every unit that is being sold. Lanka Internet will also manage a special portal for iTVusers where they can login to operate web based email and other information services. The initial purchase of an iTV comes with a Rs. 200 prepaid Internet Card that users can use to set up an immediate Internet connection. However, users may also connect to other service providers they subscribe to, simply by changing the settings.

The iTV comprises features of a sophisticated television such as a 21 true flat screen, remote control, child-lock, wide-screen, sleep timer, headphone socket, Audio/Video connectors, clock, etc. The Internet component comprises a browser, a user-friendly configuration screen and other features such as auto-redial, auto hang-up to manage the Internet connection. As the concept is slightly different from a computer-based browsing, the unit has a wireless keyboard, a memory that retains the settings and a list of favourite web addresses, and a magnifying glass to enable viewing contents such as text from a distance.

The units browser runs through software, which enables the support technicians to upgrade the browser with newer versions by connecting to the Internet without having to dismantle the unit.

Singer iTV would initially be available at the Singer Mega shopping complexes and thereafter be extended to all its outlets after all the staff is trained to provide support.

The company has employed an initial pricing of Rs. 39,990 and is expected to commence an advertising campaign shortly.

To mark the commercialisation of the product Singer presented an iTV to the Minister of Mass Communications Imtiaz Bakeer Markar at his ministry recently. Speaking at the ceremony, Hemaka Amarasuriya, Managing Director of Singer (Sri Lanka) said he was happy that Singer (Sri Lanka) had been selected by its principals for the launch of this pilot project because of the companys quality and innovation capabilities.

The iTV development involved US$500,000 investment from Singer Corporation and Sri Lanka has been selected as a destination for production for the Asian region.

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