01 May 1997

Gemstar Europe (0171 316 8800), manufacturer of the idiot-proof video programming remote control, has launched Video Plus+ for Advertisers. This allocates a special code to commercials and infomercials, which advertisers then publicise in advance of transmissions, inviting viewers to pre-programme their VCR to record ads of specific interest. Trial campaigns have already run for Sega and Van den Bergh Foods’ I Can’t Believe It’s Not Butter - the latter exceeding its viewer targets by 300%. Says Gemstar marketing manager Lou Fawcett: 'What we are focusing on in the first instance is industry sectors where we believe there is an immediate benefit, such as automotive, travel and financial services ... we would also like to see more direct marketing and promotion agencies beginning to use Video Plus+.'