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.