MUMBAI: LG Electronics has announced the signing of a memorandum of understanding (MOU) with six US cable operators, supporting the use of the tru2way technology platform for delivering two-way interactive digital cable services without a set-top box.

LG Electronics president, CTO Dr Woo Paik says, “This pro-consumer pact means that LG tru2way HDTVs, planned for 2009 and beyond, will receive the newest interactive cable services, from video on demand to interactive programming guides, in virtually every media market and without a set-top box. Equally significant, it will facilitate the development of a viable, two-way retail market."

Developed by Cablelabs, tru2way “plug and play” technology is backed by the US‘ six largest cable companies namely Comcast, Time Warner, Cox, CableVision, Charter and Bright House Networks.

Cablelabs president, CEO Dr Richard R Green says, “Tru2way will allow cable operators, consumer electronics manufacturers, content owners and others to work together to provide creative interactive services directly to the consumer.”

Tru2way technology allows consumers to receive interactive cable services, including video-on-demand, voting and polling, games, and e-commerce in integrated retail DTVs without the need for a separate set-top box.