British broadcaster the BBC is rolling out a new gadget in its bid to encourage more viewers to move from analogue to digital TV before the government switchover planned for 2012 [WAMN:26-Jul-04].

With the interactive media player (iMP), users can download their favourite programmes on home PCs up to a week before they are broadcast.

The software wizardry then activates viewing rights once the show is broadcast, and users have another week to watch the programme before it is deactivated, which should also prevent illegal copying of material.

The iMP will be trialled over the forthcoming three months and, if successful, could be a permanent fixture of the BBC's digital strategy.

Data sourced from: BrandRepublic (UK); additional content by WARC staff