DMA Launches Interactive TV Council
The Direct Marketing Association (DMA) has launched a dedicated Interactive TV Council to provide best practice guidelines for the rapidly growing industry.
The new council, which is to become part of the DMA’s Interactive Media Division, will consist of 15 representatives from broadcasters and platform owners including, Channel 4, ITV, Telewest and Sky.
The DMA has also released research into the effectiveness of interactive advertising, which claims that confidence in the interactive advertising market is growing. According to the iTV-Coming Of Age study, 58% of respondents considered iTV to be important for their business and 40% said it would become a significant part of their future marketing mix.
Mike Colling, chairman of the DMA’s Interactive TV Council, commented: “The direct marketing industry has the expertise to ensure this medium can work to its full potential. With the experience we have gained so far with iTV, and from the lessons learned from other DM activity, the council will seek to establish definitive best practice guidance. We also recognise the need for training so will be running a series of workshops and seminars to help people understand the uses and benefits of this medium.”
Robert Dirskovski, head of the DMA Interactive Media Division, added: “The new council will develop practical tools to ensure success. The launch of the Interactive TV Council demonstrates the DMA’s commitment to recognising and promoting the diverse range of sectors and activities that direct marketing encompasses.”
In other interactive TV news, Channel 4 has teamed up with software developer, Mindhouse, to provide standalone voting services across Channel 4 and E4. The new software will enable Sky viewers to interact with Channel 4 programmes as well as allowing them to participat in general polls on topical subjects.
According to Channel 4, the first programme to benefit from the new technology will be Channel 4 News, which will invite viewers to register their views on current affairs.
Sky Active recently Coca-Cola UK’s first ever interactive ad campaign to support its TV and SMS-based “Txt For Music” promotion (see Sky Digital Secures Coca-Cola For First Interactive Ad).
DMA: 020 7321 2525 www.dma.org.uk
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