2Way Traffic signals 'go'

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Former Endemol executive Unico Glorie has launched 2Way Traffic, to develop interactive content across a range of platforms, helping operators to secure additional revenue streams through their know how and innovation. 2Way Traffic aims to produce and exploit compelling, creative interactive content for mass audiences around the globe, partnering with broadcasters, telecom operators and consumer brands. Glorie is joined by Taco Ketelaar, Kees Abrahams at the helm of the Hilversum, Netherlands, based enterprise.

The company has defined Interactive call and SMS television, media integration services and prime time television formats as its core business. According to 2Way Traffic, active audience involvement is a key asset for the life cycle and the success of its formats, both in terms of ratings and in terms of generating additional revenue streams.