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Mayo-based company, InTime Media, was one of three companies recently shortlisted in the Product / Service Innovation Category for The Irish Times Innovation Awards 2010.
Founded in 2006 and backed by private equity and Enterprise Ireland, InTime Media combines Television, Mobile Phones and InTime's applications to create a new relationship between audiences, broadcasters and brands.
Julian Ellison moved to Mayo from London in 2005 and is now InTime’s Chief Operating Officer; he set-up the very first BBC internet venture back in 1994. InTime operates from GMIT’s Innovation Centre in Castlebar, Co Mayo.
Julian commented "Setting up in Mayo was something that quite a few people thought was a little mad to begin with, but as I enjoy pointing out to people in Dublin, I can be in the West End of London quicker than they can, thanks to Knock airport - and that's where our main initial markets are to be found. We've had incredible support from people here, and the Innovation Centre at GMIT has been a godsend. I think Mayo people really respect those who take risks and try to create jobs locally. We've sourced a small, but excellent technical team from Mayo residents, to compliment the English technical director whom I persuaded to come over on the promise of an adventure, Guinness and fine women. He now loves being here as much as I do."
He uses the example of the programme Who Wants to be a Millionaire to describe the technology. “The questions appear on the TV at the same time as on your phone giving the viewer the option of answering them using their mobile. This creates a real feeling that the phone and the TV are one and the same thing.”
The company has run a trial with the BBC for Strictly Come Dancing, which allowed people rate the participants’ costumes, technique, chemistry among other criteria. “You can give a score for each couple on a leaderboard and you can then decide who to vote for.”
“This technology is one of those things that when you see it working you just say ‘this is just so obvious’. We believe it will be a no-brainer.
We are working on deals with soap operas, where there is a parallel world for the fan.” commented Ellison.
Enterprise Ireland provided a grant to cover the cost of filing a patent and Intime also got an innovation partnership with GMIT Castlerbar: in both cases it had to find matching money.
Last year the company rewrote its business plan and raised €600,000, with half coming from private investors and the rest from Enterprise Ireland. InTime Media was recently classified as a high potential start up (HPSU) company by Enterprise Ireland.
This has allowed the company expand and it is in the process of hiring up to six people as it seeks to increase sales. A pipeline of projects with broadcasters and production companies is already emerging in the UK, Poland, Spain, Ireland, and even Turkey. Julian Ellisson will be speaking at Ignite the West in Westport on May 7th.
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