New technology spawns new developer communities, new magazines and, when enough developers get on board, new conferences and free T-shirts. Sony wants to get the ball rolling in community building with the launch of a Content Developer Program for those who want to create interactive TV applications and services. Before we bestow kudos for altruism on the company, let's be sure to note that the program is for those third-party folks who want to develop for Sony's interactive digital cable platform. Sony says the program is for web developers, content providers, studios, network/cable operators, and new media companies. The Sony Content Developer's Portal website, offers a content development kit, device development kit, and software development kit for builders of interactive TV apps and services based on Sony's platform. To date, 46 companies have come on board to develop for Sony's box.