Abstract
The new generation of television viewers is currently being confronted and becoming acquainted with a series of technological developments in the realm of consumer electronics and gaming that raise their expectations for similar advances in TV broadcasts. The MELISA platform aims at the cross-media broadcasting of sports events featuring interactive advertising and sports-related games over digital television and next generation mobile network infrastructures. The platform provides services for optimal presentation of complex interactive real time video content, for advertisement and an advanced real-time gaming (betting) engine. The MELISA server receives information from geographically separated Betting, Advertisement and Video Capturing Servers that enforces the notion of a Distributed System design for information exchange. The resulted Business model offers great flexibility in system configuration both in scalability and physical layout configuration.