PR15/24.03.95 

Under Embargo until 6.00 am on 24 March 1995 

BREAKING THE CATCH 22 IN DiTV: 
ONLINE MEDIA LAUNCHES DiTV SERVICE NURSERY 

... Tesco, NatWest, Anglia TV and BMP DDB Needham 
are among first to join up ... 

Digital Interactive TV (DiTV) is one step closer to reality following the 
launch today of the Service Nursery as part of the Cambridge Trial.  Having 
proved the technology since the launch of the Trial in September 1994, 
leading set-top box designer, Online Media, is now providing the chance for 
potential service providers to explore, develop, test and trial the 
opportunities for DiTV to the home for themselves as part of Phase 2 of the 
Cambridge Trial.  Tesco is one of the first companies to join this 
initiative along with advertising agency BMP DDB Needham and Anglia TV. 
National Westminster Bank, which joined the Cambridge Trial in February, is 
already an active participant. 

Commenting on the announcement, Jane Curtis, National Marketing Controller, 
Tesco, said: "Tesco has always taken the lead in providing innovative 
services which provide customers with real benefits.  We are keen to explore 
how this new capability can help us to improve what we offer at present." 

"We are now breaking through the Catch 22 in DiTV" explains Geoff Vincent, 
Services Manager of Online Media.  "We have already put in place the 
agreements to install the technology.  Now we are helping to create the 
services which will be provided by this equipment.  These, in turn, are 
expected to create demand for more equipment thereby encouraging the 
creation of more services. 

"Interactive TV will impact the way many of us work and spend our leisure 
time.  Many major companies recognise this and the need to get involved. 
Services will need to be developed, tested and trialled in the same way as 
the products we are familiar with today.  We believe the Service Nursery 
will provide the environment to make this possible. 

"We are extremely pleased with the response we have had to this concept from 
some of the UK's leading service providers.  The organisations joining us 
today are first in the queue.  Many more are expected to follow and we will 
be making additional announcements in the weeks to come," concludes Vincent. 

Notes to editors: 
Digital interactive TV (DiTV):  Digital technology permits a new blend of 
television, telecommunications and computing which can supply a diverse set 
of user needs including shopping, banking, learning, entertainment and 
information.  This is the reality behind the much-hyped "information 
superhighway".  As well as providing improved services to users (such as 
video-on-demand, interactive learning and home purchasing), DiTV as part of 
the superhighway promises considerable economic benefit to service providers 
compared with existing media. 

To the realistic technical environment established by the first phase of the 
Cambridge Trial, the Online Media Service Nursery adds a realistic 
commercial environment for the development and operation of services 
designed to give true benefit to the consumer at an economic price.  The 
Cambridge Trial consortium, led by Online Media, recognises that the growth 
of the DiTV superhighway will be based on a diverse mix of services, and has 
therefore created an environment which will allow many different 
organisations to test for themselves the real commercial potential. 

The Cambridge Trial:  The Cambridge digital interactive TV trial, launched 
in September 1994, involves installing a set-top box, which looks like a 
smaller version of a video recorder, to the cable feed of the television set 
in people's homes.  Users then have access to a variety of interactive 
services from a control centre in Cambridge.  The 'on-demand' services on 
offer include movies, education, games, news from ITN, documentaries and 
weather from Anglia TV.  Subscribers can access and control these as and 
when they wish using a remote control. 

The Cambridge Trial is being implemented by the following consortium: 
Advanced Telecommunications Modules Ltd, Cambridge Cable, ICL, SJ Research 
and Online Media.  Online Media is the systems integrator for the Trial and 
the manager of the Service Nursery. 

Online Media:  Online Media is a division of Acorn Computer Group Plc and 
has the full strategic backing of Acorn's parent company, Olivetti. 
Established in July 1994, Online Media provides innovative affordable 
interactive television products in hardware, enabling software and services 
to meet the requirements of the markets emerging from the information 
superhighway.  The company focuses on cost competitive designs, which 
exploit emerging standards and its first product, an intelligent digital 
set-top box, is already in production and in use.  Alongside hardware 
products, Online Media offers authoring systems, services and consultancy in 
service development, as well as other areas.  All Online Media designs are 
available under licence.