The UK's youngest terrestrial TV channel, Five, is expanding into interactive advertising.
The ads will run on satellite service Sky Digital using its iTV technology and will be available to seven million homes, accounting for around 20 percent of Five's audience.
The channel is aiming for about 100 bookings during the first year and has already signed up Sony Ericsson, supermarket giant Tesco, online travel company Expedia and the UK Government's Central Office of Information.
Says Damon Letzer, interactive business controller at Five: "This is an opportunity for bringing more money into the TV market."
And Will Harding, Sky Interactive's commercial director for partnerships, adds: "The ability to run campaigns across multiple channels is the key to growth of iTV, so Five's entry is an important step forward for this exciting new medium."
Data sourced from: Brand Republic (UK)New York Times; additional content by WARC staff