BSkyB's 6.7 million digital satellite subscribers will be able to view interactive commercials from ITV as of November, courtesy of a deal struck between the two broadcasters. Carlton and Granada will sell the new service in their respective regions.
Says Carlton Media Sales chief executive Martin Bowley, seemingly having swallowed a dictionary of media gobbledygook: "This deal means that TV is a true 360 degree medium for the mass market, combining impact, information and involvement in an instant."
Jane Marshall, controller of ITV Interactive, obligingly translated. "The availability of interactive advertising on ITV will increase the power of television as an advertising medium. It will also extend the opportunities for advertisers to create one interactive ad that can be broadcast on multiple channels."
Data sourced from: mad.co.uk; additional content by WARC staff