CableLabs unveiled a new “tru2way” brand to succeed use of the term “OpenCable Platform” as it applies to the marketing and branding of the interactive video platform for consumers and in retail markets. 
The tru2way technology enables consumers to access two-way digital cable programming without the need for a cable operator-supplied set-top box and is capable of supporting all cable services now delivered to devices currently leased to consumers as well as future services written to the tru2way technology. Major cable operators have committed to deploy support for the tru2way platform in service areas covering more than 90 million U.S. homes by the end of 2008.
CableLabs said it will license the brand to cable companies, cable programmers, and consumer electronics manufacturers that will deliver, create or build devices to access tru2way applications and services. The industry group expects most cable companies to advertise, use, and support the tru2way technology. Use of the mark on devices capable of receiving such services is strictly voluntary for manufacturers.
Tru2way technology is built into televisions, set-top boxes, and other devices enabling cable companies and other interactive television service and application developers to “write” interactive applications such as games once and see them run successfully on any cable television system that supports the specification.http://www.tru2way.com
