SOURCE: Interactivation

November 09, 2010 10:30 ET

Interactivation Launches Free Web-Based Developer Toolkit for Interactive Video Story Applications

InteractiveXML Takes Interactive Video Stories to Facebook and the Web

NEW YORK, NY--(Marketwire - November 9, 2010) -  Interactivation, a New York City-based media company, has launched InteractiveXML, a free web-based interactive video scripting toolkit (available at and which allows web developers to quickly build video applications that can, interact with consumers' clicks, touch, text and voice.

Examples of interactive video applications using InteractiveXML can be viewed at

Interactivation additionally provides free creative, scripting and deployment support to anyone developing "hyperinteractive" videos.

Beyond YouTube's Annotations product which offers clickable "choose-your-own-adventure" experiences, InteractiveXML allows developers to incorporate variables, branching logic, web service calls, screen overlays and more, to produce rich interactive video experiences that can live anywhere a Flash Player can be embedded, including Facebook.

"Our web-based tool allows developers to focus on the scripting and creativity of the user experience rather than the mechanics of building and deploying," said Matthew Davidge, President of Interactivation. "That makes development and deployment fast. When we shoot a demo for an advertising agency, we aim to shoot, cut, build and deploy in three days from script to screen."

InteractiveXML has been integrated with Lumenvox's voice technology ( for through-the-browser voice recognition and Voxeo ( for telephony and IM applications.

"The video player and the video experience are one of the least interactive elements of a web page. You can start and stop videos and sometimes you can click an overlay or a hotspot, but not much else," continued Davidge. "With InteractiveXML, you can talk to a video, telephone it or email it and it will respond to you in video in real time."

InteractiveXML is an evolution of technology deployed for an interactive Beavis and Butt-head phone call campaign that the Interactivation founders built and deployed for MTV back in 2006.

A downloadable screenshot of InteractiveXML can be found at and a screenshot of the development tool is at

About Interactivation
Interactivation is a New York City-based media company that delivers highly interactive and personalized content to consumers through its proprietary interactive technology. For more information, please visit

Contact Information

  • Media Contact Information:
    For more information or to speak with an executive of the company, please contact:

    Wendy Simmons
    Ph: 718.522.9873
    E-mail: Email Contact

    Josh Kail
    Ph: 718.522.9873
    E-mail: Email Contact