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Renaming EBIF

10:40 AM -- The industry that gave us the Data Over Cable Service Interface Specification (Docsis) and the OpenCable Application Platform (OCAP) is apparently of the belief that the Enhanced TV Binary Interchange Format (EBIF) doesn't exactly qualify as a very good consumer-facing label for a technology that enables cable's entire universe of digital set-tops to run simple polls, interactive ads, and some gaming applications.

No argument here. EBIF kinda stinks as a consumer brand... unless the goal is to confuse people.

Just as the OpenCable Platform was officially rechristened as tru2way in January at the Consumer Electronics Show, it was mentioned several times at this week's Cable & Telecommunications Association for Marketing (CTAM) Summit in Boston that cable's marketing minds are getting together to come up with a new name for EBIF, which Mark Hess, Comcast Corp. (Nasdaq: CMCSA, CMCSK)'s SVP of product development – video, referred to as an "application engine" during a panel on the topic. But that's clearly an functional description, and not a brand. (See Comcast, TWC Plan for EBIF.)

As a civic duty, let's all use this message board to contribute some other ideas. The catch is that you have to offer up your ideas for free.

But, we are here to help prime the pump. Todd Spangler of Multichannel News suggests "Tru2way Lite." Analyst and tech-translator extraordinaire Leslie Ellis gives us "Able Cable."

Here are some others to get the ideas percolating:

  • Cut EBIF in half. Doesn't "Enhanced TV" suffice?

  • "Cable's House o' Interactive Fun"

  • "iTV-Ville"

  • "Polls 'n Stuff"

  • "The Blue Button." Sky already has dibs on red.

Got some other suggestions? Post them on the message board, and have fun out there.

— Jeff Baumgartner, Site Editor, Cable Digital News

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gbmorrison 12/5/2012 | 3:27:07 PM
re: Renaming EBIF This "Blue Button" idea is kind of sublime. I like it.
msilbey 12/5/2012 | 3:26:59 PM
re: Renaming EBIF Let's combine your third and fourth suggestion and go with "iTV 'n Stuff". Or how about "Interactive Shminteractive"? Or "On Ramp to iTV"? Or "iTV 3000"?

Really- it's been around for a decade, why not go retro and just call it iTV?
Jeff Baumgartner 12/5/2012 | 3:26:58 PM
re: Renaming EBIF Actually, just going with something as simple as "ITV" is not a bad idea. It has some baggage, but most of that baggage is from within the industry after all the hype that surrounded it in the late 1990s and the early part of this decade. JB
Larry, Monkey 12/5/2012 | 3:26:58 PM
re: Renaming EBIF Binary Format Doodad.
Michael Harris 12/5/2012 | 3:26:57 PM
re: Renaming EBIF If we want follow ITV in the way-back machine, wasn't ordering pizza through the TV going to be the "killer app"? LOL! As an homage, let's just label that button "PIZZA."

Jeff Baumgartner 12/5/2012 | 3:26:57 PM
re: Renaming EBIF Right...just wonder if it's appropriate for the current economic environment. Maybe it's too appropriate. JB
gbmorrison 12/5/2012 | 3:26:50 PM
re: Renaming EBIF Why so cheeky, monkey?

Jeff Baumgartner 12/5/2012 | 3:26:48 PM
re: Renaming EBIF Laugh now, but it looks like TiVo and Domino's are trying to give the TV-based pizza app new life:


"TV never tasted this good," the release starts...
nodak 12/5/2012 | 3:26:48 PM
re: Renaming EBIF iXX (XX=Pod, phone, TV, etc) has too many ties to Apple. It is bad enough they dominate the MP3 player business (try finding a speaker dock for anyone else).

How about Telexperience, TP for short?
Michael Harris 12/5/2012 | 3:26:44 PM
re: Renaming EBIF Sounds like the birth of POD (pizza on demand).

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