itaas Inc. and eMbience Inc.  introduced what they claim is the first system that enables TV-to-mobile content delivery. The partners are making the system, called MPTV, available to cable operators.

MPTV technology allows consumers to select content associated with a TV program and download it to their mobile devices. The mobile content could be a video clip of a music video or a sports replay, ringtones, or screenshots that can be used as wallpaper. Subscribers will be able to order the downloads with the click of a single button on their set-top box remotes, according to the company.

MPTV allows billing functions to be integrated into either the wireless provider or MSO’s existing billing systems, and cable operators have the option to insert the asset tags themselves locally or allow the broadcasters and content providers to insert the tags into the audio/video streams.