Proteus Brings Interactive TV To The Action Sports World

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Proteus launches live mobile text services for FUEL TV Series, “The Daily Habit.”

Proteus, Inc., a leading creator and developer of mobile entertainment, has teamed-up with Fox Cable Networks’ action sports lifestyle network, FUEL TV, to introduce a new and innovative live text-to-screen application. Following the success of their text-to-screen work with Clear Channel’s T-Mobile All-Access concert series, Proteus is continuing to integrate viewers with their favorite television shows by allowing fans of FUEL TV’s “The Daily Habit” to send text messages directly to the show and watch their “shoutouts,” questions, and requests telecast in a live ticker scrolling along the screen.

Airing weekdays at 9:00pm ET, The Daily Habit encompasses the world of the action sports enthusiast. With a new guest every weekday, the show gives viewers a unique look into the lives of action sports superstars -- including their favorite music videos. In addition, the show highlights new products and music by independent, alternative and hip hop artists -- as well as offering advice from life coach and former Playmate of the Year, Brande Roderick.

Daily Habit enthusiasts have been able to text in their “shoutouts” since mid-October and have been seeing their messages on TV every day. Viewers are encouraged to participate -- via on-air graphics and prompts from host Zeke Piestrup -- by sending in their opinions, comments, requests, and questions by simply texting their message to “HABIT,” or 42248.

In addition to delivering the Live Shout Out service, Proteus has created a web storefront where fans can download new, original artwork from FUEL TV to personalize their mobile phones. The storefront is accessible from FUEL TV’s website (

“Proteus’ industry-leading mobile messaging technology has made it possible for our producers to get immediate feedback from the audience,” commented FUEL TV’s SVP and Assistant General Manger CJ Olivares, “It also gives our viewers a chance to interact with the talent on a much deeper level in ways that are fun. Text messaging is not used on ‘The Daily Habit’ as an add-on. It is a key element of the show.”

Craig Shapiro, VP of Proteus, praised FUEL TV for always staying on the cutting edge, saying, “Giving television viewers immediate access to the show through their mobile phone will not only change the way television is made, but will also transform the viewers’ relationship with a program, and the advertisers’ relationship with the viewers. ‘The Daily Habit’ is an important step because it illustrates how advanced mobile technology can weave television and mobile technology together in a compelling way.”

About Proteus

Proteus, Inc., is a leading creator and developer of mobile content, providing connectivity with all major U.S. wireless carriers and mobile entertainment solutions including messaging applications, ringtones and graphics, and downloadable applications and games. Proteus was the first company in the U.S. to bring wireless applications to the mainstream television audience with FOX Sports' broadcast of Super Bowl XXXVI in 2002. Most recently, Proteus has developed wireless entertainment solutions for HBO, ABC, and NBC's coverage of the 2004 Olympic Games. Founded in 1996, the company is headquartered in Washington, D.C., with offices in New York, Los Angeles and San Francisco. More information can be found


In a word, FUEL TV is action sports television. Ok that was three words, but you get the point. It’s your connection to what’s happening in skateboarding, snowboarding, surfing, BMX, freestyle motocross and wakeboarding. FUEL TV brings you the exclusive stories, unique personalities and the epic moments of action sports. You’ll hear new music, get inside riders’ heads, catch breaking news first, watch people fall down, get back up and do it all again. Maybe you live it. Maybe you don’t. What is the world is coming to? Tune in and see. Launched July 1, 2003, FUEL TV is a division of Fox Cable Networks and is seen in 15 million homes.

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