BT Vision To Challenge Sky’s iAdvertising Dominance

BT Vision, the forthcoming television over broadband service, will release a package of iTV next-generation opportunities aimed at challenging Sky’s long-running dominance of the interactive advertising market, according to reports in NMA.

Advertisers, agencies and broadcasters will be introduced to BT’s red-button services later in the year, which could eventually lead to personalised TV commercials letting advertisers deliver highly targeted spots.

“We want to show advertisers that BT Vision is capable of doing things they have never seen before,” said Antony Carbonari, head of interactive and commercial media at BT Vision.

Features will include dedicated advertiser locations (DALs), enabling viewers to press red to interact with brands and purchase products through their television. BT Vision also plans for its interactive services to stand out from others through dedicated advertiser channels.

The service will also let brands sponsor PVR functions, including the pause, fast forward and rewind icons that appear on-screen. There will also be a range of red-button sponsorships available around on-demand content provided by companies, including BBC Worldwide and Warner Music.

BT Vision has recently added several companies as its partners (see BT Vision Strikes Deal With Indie Film Distributor) and is set to launch this autumn (see BT Unveils Next Generation TV Service).

BT: 0207 469 2337 www.btplc.com