UAE couch potatoes will have a good reason to be sitting down in six months when the year-old E-Vision channel introduces its interactive viewing. E-Vision, the wholly owned subsidiary of Etisalat launched last April, has positioned itself as the country's rapidly developing digital cable TV system, with 70 channels on offer to subscribers - and more on the way.

Its new interactive facilities will include games; a pay-per-view service for programmes such as sporting events and movies, and an Electronic Programme Guide to help subscribers plan their viewing using only their remote control. E-Vision is the first of its kind in the Middle East.

According to Geoff Hunt, interactive services manager, "Interactive television has actually been with us for probably more than 40 years. The earliest example of it was probably a children's TV show in the late 1950s whereby there were cartoon and puppet characters on the screen in a live broadcast and children used sheets of clear acetate to trace the images. And when they connected the dots on the acetate, they got the answer."

Hunt pointed to the innocuous "remote control," calling it another early example of interactive programming since it allows you "to control what's on your screen". He also cited game shows, which permit viewers to participate by phoning in their answers.

"But now we've moved in to a new phase of interactive television programme thanks to the fact that signals have been digitised," he said. "Digital television has brought a new dimension to it. It means that we have what's called a return path. Through using your remote and an on-screen display, you can actually interact with that on-screen display and it will get sent back down the return path."

E-Vision is available in many parts of Abu Dhabi including Al Buteen, Darat Al Miah, Khalidiyah, Madinat Zayed and the Tourist Club Area; and Dubai, including Al Rigga Road, Karama, Umm Suqeim and in Sheikh Zayed Road. Plans for expansion into new areas and new emirates have been announced.

The sales team is aiming to reach 200,000 homes by the end of this year. "Over 20,000 homes are currently covered in Abu Dhabi and Dubai and we're adding more every day, so the number may change today by the time I go back to my desk," said Rashid Ali, E-Vision's marketing manager.

A new promotion offers a basic package for Dh50, which entitles subscribers to 48 channels. "Following extensive research into the needs and preferences of the diverse population of the UAE, E-Vision is confident that it is offering the channels that subscribers want to receive," programming manager Ali Al Zaabi said. These include sports, entertainment and cultural programmes for all age groups.

E-Vision has a state-of-the-art Call Centre linked by a dedicated toll-free number which can provide details on subscription as well as areas covered by the company. The centre is manned by a team of multilingual professionals who are trained to respond to all customer enquiries.

E-Vision's four-floor broadcasting centre in Dhaid, Sharjah, covers 1,600 square metres. It receives over 70 channels, either direct from local studios or via satellite. Highest quality images and audio are then transmitted direct into subscribers' homes. An 85-strong staff work shifts to ensure programming remains uninterrupted 24 hours a day.