Get a demo Do I subscribe? News sign-up
Download PDF
Print

BIB CONSORTIUM PLANS INTERACTIVE DIGITAL TV ADS

News, 01 June 1997

BRITISH INTERACTIVE BROADCASTING, the joint venture between Sky Television, BT, Midland Bank and Matsushita, has devised an interactive ad package that creates a two-way dialogue with viewers by linking commercials to an in-home response device. Explains BIB commercial director Chris Townsend (formerly Sky’s marketing director for digital TV): 'Advertisers can add an interactive tag to their ads which takes viewers to a menu where they can, for example, order a brochure or request a personal response from the manufacturer. BIB will be able to collate the names and addresses of respondents and pass them to advertisers.' He adds: 'It’s like what companies are already doing on the Internet but taking it a few stages further and into homes through the TV set.' Sky TV’s sales team will act as sales agents for BIB airtime and interactive ad packages.