Likely a mixture of both – especially given that on many UK channels the only content with consistent quality is the ads.

The brainchild of inchoate company Zip Television, the proposed new interactive channel claims to have won the support of a number of multinationals, among them BT, Gillette and Unilever.

In effect, an extension of home shopping channels such as QVC, Zip’s baby would screen commercials with a facility for Sky Digital viewers to buy direct via the red button on their remote controls.

Zip managing partner Andrew Howells offers an example of future delights: “In time, we’d hope to be able to give viewers … [an option to] access all the Budweiser ads there have ever been, which is something I'm sure a lot of people would like.”

Data sourced from:; additional content by WARC staff