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25 November, 2011 - 11:55 By News Desk

Wee meets Wii in pee TV

Captive Media will roll-out the product across selected bars nationwide from early 2012

It’s the ultimate Wii technology! A world-first ‘hands-free’ video game for men’s urinals – controlled by the flow of pee – has been launched in Cambridge UK.

Captive Media has launched pee tv – a video game designed by fellow Cambridge firm eg technology ltd.

The system consists of a hi-definition screen, fitted at eye level above the urinal, where it commands the full attention of the user.

It plays a loop of content – mixing ads with venue-selected content from one of six ‘PTV’ channels. But when a user approaches, it flips into gaming mode, using patented technology to detect not only his presence but also the direction of his stream. The system offers pre-game, in-game and post-game brand promotion opportunities.

By relaying this to an on board PC, users can interact with the system just by aiming their stream left or right.

The development partners say the experience will transform the 55 seconds average time that men spend at the bowl from a boring interlude into an engaging experience.

Given the involvement of a human joystick, different peeing techniques and medical conditions that can curse ageing gentlemen, the developers may also want to consider launching a new waterproof clothing range for washroom use.

The slimline PTV unit consists of a hi-definition screen, integrated with sensors and an industrial-grade PC – all housed in a robust, splashproof enclosure designed by eg technology, which also provided technology and patent support.

“Our aim was to design an attractive and robust unit that ensured optimum stream-sensing capabilities and, above all, a great user experience,” says eg technology director, Andrew Ede.

Mark Melford, director of Captive Media adds: “One of the key selling points of the unit is that it captures the user’s attention. eg technology turned the muckle pile of computers and flat-screens which we’d trialled in our labs into a real product.”

Captive Media is the brainchild of Cambridge engineering graduates Mark Melford and Gordon MacSween.

The units are being trialled at local Cambridge bar, Ta Bouche in Market Passage. Elijah Newcombe, Manager at TaBouche said: “Captive media's units are fantastic. Not only are they good fun, but they’re creating a real buzz about TaBouche and helping us to stand out from our competitors.”

Captive Media will roll-out the product across selected bars nationwide from early 2012.

“We have already had a huge amount of interest in the units from bars, pubs, exhibition centres and retail outlets across the country and overseas – even though we’ve been trying to keep a lid on it,” says Captive Media co-founder Gordon MacSween.

“It’s a tough time for bars and pubs currently. This product offers customers something fun, and unlike anything they’ve seen before. Those are two good reasons to go out for a drink at a time when so many are opting to stay in.”

See the product in action

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