LONDON: The UK's biggest commercial broadcaster ITV will have advertising support from telco Vodafone and Sony, among others, when it launches its broadband TV service later this month.

All the supportive marketers are clients of Omnicom Group's pooled-resource UK media buying operation OPera. Among others in the frame are Virgin Media, Apple Computer and the Sainsbury's supermarket chain.

The broadcaster, whose flagship station ITV1 has suffered from falling ratings and ad revenues, trialled its web-TV service eighteen months ago [WARC News: 20-Oct-05]. It will be the first such largescale service financed by advertising, rather than subscription or pay-per-view.

Neil Mortensen, director of research at OPera and erstwhile holder of the same post at ITV, says various formats will be tested, including short-form advertising to run as users download content. The broadcaster is also mulling advertiser-dedicated channels.

Data sourced from Media Week (UK); additional content by WARC staff