ITV To Launch Trials For Digital Adverts
Trials for ITV’s new digital system for the delivery of advertisements are set to begin in March, with the new network expected to offer major improvements for time sensitive and multi copy campaigns.
The ground breaking system, developed in association with the Independent Media Distributions (IMD), will enable electronic distribution of the completed advert. This will result in a more streamlined process allowing more sophisticated copy changes and extra creative opportunities.
Explaining the need for the initiative, Shelby Akosa, sales director of IMD said: “Digital distribution is introducing radical changes to the television industry with more flexible time scheduling, consistent quality, and ease of use for agencies.”
The digital system represents of eight months planning and development work by the respective engineering teams at IMD and ITV. Distribution of the completed advert will now be possible from the post production house through IMD to the particular broadcasting channel in the ITV network.
Helen Stevens, director of broadcast resources commented: “ITV strongly believes in the benefits to both the advertiser and to ITV of going fully digital and we hope to encourage all our clients to make use of this new service.”
Ian Whitfield, director of broadcast technology at ITV added: “ITV is committed to the digital delivery of material and advocates a fully integrated approach from the moment the advertisement is completed to being broadcast whether it is for ITV1 or a sub regional area.”
The new IMD digital service has been welcomed by the UK’s largest advertising post production company, The Mill, with Robin Shenfield, chief executive officer of the company, saying: “The Mill and our broadcast delivery service Beam.TV will benefit from shorter delivery times, better tracking and greater flexibility.”
ITV signed an agreement with IMD to use its digital advertising delivery service in the broadcaster’s London and Leeds transmission centres last August, with the total cost of the development and preparation estimated at around £700,000 (see ITV Signs Deal With IMD For Advertising Delivery).
BSkyB already receives its commercials through IMD’s system, allowing IMD to offer advertisers an almost full digital network, connecting it to the UK and Irish broadcasting system.
ITV: 020 7843 8000 www.itv.com