Rogers Cable has launched Rogers Interactive tv for Toronto, Ottawa and Southwestern Ontario.

The main feature of the service is that it enables subscribers to access the Web via their tv sets. Rogers is marketing this introductory phase of itv to customers who want Internet access but do not own a computer and may not want to make that hardware investment.

The switch from tv viewing to Internet surfing is accomplished either by remote control or wireless keyboard.

The keyboard enables users to bookmark websites, create their own websites, e-shop, chat online, and send and receive e-mail. The e-mail messages can accommodate jpg photo attachments, but the service does not provide any hard disk storage.

The company has designed its itv platform to address the differences between the two media experiences. When retrieving information from a website, the Microsoft technology the system employs will alter color and font size data to make it more conducive to tv delivery.

The launch comes on the heels of an 18-month collaboration between Rogers and Microsoft Corporation. Rogers began with tests in the homes of 1,000 of its employees in May, followed by a product trial with 1,000 customers in July. It reports that 90% of these itv guinea pigs were satisfied with the service, which is available only to Rogers’ digital cable subscribers, of which there are currently 140,000.

Rogers Interactive tv encompasses three service tiers: one that allows any user to access the Internet; another that filters users so as to keep children away from inappropriate content; and a third aimed specifically at children, which does not feature Internet or e-mail access but allows them to interact with cartoon characters on the screen.

In explaining the need for such a product at a press conference in Toronto earlier this month, Michael Lee, vp and gm interactive tv services at Rogers, quoted a recent Ipsos-Reid poll which indicated 32% of Canadians don’t have home computers and 48% don’t have home Internet access.

Although truly interactive television programming is still in its infancy, many broadcasters do offer websites relating to their on-air product. Viewers’ remotes may not yet allow them to control aspects of their favorite shows, but the Rogers service will allow them to quickly go online and respond to ‘for more information log on to…’ tags on tv programs.

With this digital infrastructure falling into place, Lee believes traditional tv producers are sure to respond with greater interactive content and services. He foresees a bright future for interactive news and sports, viewers playing along with game shows, and the ability to purchase cds through tv while watching music videos.

Lee revealed that in the next three months Rogers will focus on new interactivity partnerships and features, including increased personalization and on-demand capabilities.

One journalist at the press conference pointed out the irony of Rogers Interactive tv’s connection speed being equivalent to a telco 56K modem – this from a company both pushing its Rogers@Home cable modem service and attacking telcos in commercials for the ‘download rigor mortis’ induced by anything less than a cable connection.

‘tv will never be a better pc experience,’ Lee responded, adding there are currently no cable modems installed in North American set-top boxes, although that feature may indeed come in subsequent phases of Rogers Interactive tv. *

-www.rogers.com