The UK’s second largest cable network Telewest has set up an interactive TV venture branded Smashed Atom.

The new company, a joint venture with California’s Atomic Tangerine consultancy, will provide services for advertisers, TV stations, government agencies and retailers.

In charge will be Jonathan Peachey, who joined Telewest when it bought Flextech Interactive, at which he was vice-president, earlier in 2000.

Commented Peachey: “Interactive TV will allow TV channels and retailers to make more money, advertisers to reach their audiences more effectively and governments to deliver services to citizens in their homes”.

News source: BBC Online Business News (UK)