Time Warner Cable is offering an interactive TV element to subscribers in the NYC market, Mediaweek reports (via MediaBuyerPlanner). During the Democratic mayoral primary today, viewers of Time Warner Cable's NY1 News network can participate in a "snap poll" by using specially marked keys on their digital remotes, and will be tracked and reported within minutes. Time Warner, which said additional iTV applications will follow within a few months, turned to Navic Networks for tech help.

The Massachusetts-based firm is also assisting in an addressable advertising application that allows viewers to interact with certain advertisements and request more information from sponsors. The cable company has successfully launched iTV applications in other markets, most notably in Hawaii in 2002, when its Oceanic Cable division allowed digital subscribers to order pizza via their remotes.