A CHEQUE FOR £13 million changed hands in July as Cable & Wireless Communications, the UK's largest cable operator, acquired a controlling 50.1% stake in interactive television company Two-Way TV. The attraction to C&WC is 2WTV's interactive software which allows viewers to respond directly to programmes [and – more importantly - commercials]. The system will be incorporated into the set-top boxes required to receive digital TV broadcasts and will enable C&WC's customers to participate in interactive television – its first large-scale exposure in the UK. Says C&WC chief executive Graham Wallace: 'Interactive services will form a key part of [our] digital services and will add a unique brand of interactive entertainment to our offer.'
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