Broadcasters Join Forces For iTV Alternative

An interactive war is on the cards as Five, Channel 4 and IDS look set to join ITV in a cross platform interactive advertising operation that could challenge BSkyB’s domination of the field.

Emuse Technologies has already signed ITV as the first partner for its service, which offers advertisers interactive bandwidth on Freeview, cable, and Sky, and the platform may undercut Sky’s prices by up to 40%.

The new ad solution could provide marketers with an alternative to Sky’s proprietary iTV solutions, in the same vein as the recently defunct Zip TV.

Elsewhere, the managing director of Sky Networked Media, James Baker, has announced plans to give responsibility for the group’s interactive advertising division to BSkyB’s advertising sales house, Sky Media.

Baker said: “Sky aims to lead the way in embracing new content and platform opportunities.”

“The proposed new structure will ensure that Sky Networked Media plays a central role in responding to that challenge, while integrating interactive strategies into the core of the company.”

Sky’s only previous opposition in interactive advertising was the now defunct company Zip TV, with the broadcaster currently unchallenged in providing iTV solutions across its satellite platform.

Sky: 08702 40 40 40 www.sky.com