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Sky Media, the advertising sales division of BSkyB, has agreed a deal with Zip Television that provides greater flexibility for television advertisers to add interactive enhancements to their commercials. Advertisers on Sky’s wholly owned channels will now have a choice between alternative iTV solutions from Sky Interactive and Zip Television for their interactive promotions. Zip Television now has agreements in place with four major commercial broadcasters including Sky, Channel 4, Five and IDS (UKTV and Flextech Channels), allowing advertisers to link from linear ads to extended advertising content on the Zip Channel.
Robert Leach, Head of Interactive Services at Sky Media, welcomed the agreement: “Sky Media’s commitment to supporting the growth of iTV advertising means that we welcome the emergence of alternative service providers. We believe that increased choice will act as a stimulus to further strong growth and will encourage even more clients to enhance their campaigns with immersive interactive experiences.”
Sky has already delivered over 500 interactive campaigns since it launched the UK’s first iTV campaign in March 2000. “Sky viewers are already very comfortable and familiar with the red button,” says Donna Barradale, Joint Managing Partner at Zip Television, “making this an important agreement for Zip Television”.
Zip Television recently announced its partnership with Five and IDS, adding to its first broadcaster partnership with Channel 4.
According to Barradale: “Zip and Sky share the same goal of demonstrating the effectiveness of iTV and encouraging more advertisers to use the medium as part of their advertising mix. We can now run campaigns across four broadcasters’ channels, offering even greater coverage of digital satellite audiences.”.
Zip Television is currently running campaigns on these channels for Veet and Honda.
About Zip Television
Zip Television is a specialist independent interactive television company.
The company’s aim is to help shape the future of interactive television by developing new products and services that benefit its clients and support the growth of this new industry.
Zip TV has a detailed working knowledge of the iTV landscape in the UK working closely with the major broadcasters and digital platforms. The team’s skills are founded on years of interactive media and creative experience combined with data planning and analysis.
The Zip TV channel is an initiative based on a consortium of advertisers representing 40% of the top 50 TV advertisers. The consortium is taking an active role in the development of this industry as well as share insight and learning to exploit the brand opportunities that this new medium provides.
The Zip TV Channel is the first alternative interactive TV advertising channel. It is available to consortium members and non members who want to use interactive TV backed by research and develop learnings based on their activity.
Members include, Orange, BT, Gillette, P&G, the COI, Unilever, Masterfoods, Camelot, Honda, Reckitt Benckiser and Woolworths.
Immediate Future Ltd
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Published on: 12:00AM on 20th October 2004