Open Rolls Out Ad Campaign For Interactive TV Services

Open, the consumer branding of British Interactive Broadcasting, has rolled out its first ad campaign in the run up to the launch of interactive TV services on Sky Digital. Open this week announced that Argos and Dixons have joined the venture to provide interactive home shopping services through digital satellite television (see BSkyB Profits Fall Following Sky Digital Launch, But Targets Are Met).

The company, which is joint owned by BSkyB, Matsushita, HSBC (Midland Bank) and BT (see A Change Of Identity For BiB), is to launch a TV-based e-commerce system this Spring on Sky Digital. The ads for the service feature a fold-out pamphlet with the word Open…. printed on the front, against a background of an opening tulip. Underneath, the text reads, “Even our ads are interactive.” The £200,000 campaign is to run for seven weeks.

Yesterday, cable company NTL announced that its interactive TV services would be available on digital cable from the Spring. NTL is planning to offer interactive games in a deal with software publisher Infogrames Entertainment (see Game On With NTL’s Interactive Services).

Separately, BSkyB has signed a deal with AOL which will see the two companies cross-promoting their services across their combined subscriber base of almost 7.5 million people in the UK. BSkyB is to be given a significant presence on AOL’s UK internet service in exchange for promotion of AOL on the Sky platform, including Sky’s website and consumer guides.

Sky is also to become the major provider of news for the AOL news channels, and will have a presence on the entertainment and sports channels. Andreas Schmidt, president and CEO of AOL Europe, said: “This exciting partnership bridges the worlds of online and television by bringing together two of the most dynamic media partners.”

British Interactive Broadcasting: 0171 489 7770 BSkyB: 0171 705 3000 AOL UK: 0171 594 4571