Various UK broadcasters are understood to be working together in a new initiative to draw up revenue guidelines and formats for interactive TV ads.

The project, with the working title AdCo, is thought to include BSkyB, NTL and Telewest. Although the details are being kept secret, one inside source has commented that “players in the UK digital TV industry are informally exploring ways to enable basic functionality for interactive ads and for them to be easily sold and understood across all platforms, especially in ways that will ensure that the customer is protected”.

AdCo would represent the first initiative of this kind to be carried out by broadcasters as opposed to production agencies.

News Source: CampaignLive (UK)