C4 set to launch green button ads on Sky
Channel 4 is set to be the first broadcaster other than Sky to offer the green button interactive service, in a bid to encourage viewers to watch more digital programming.
The broadcaster is expected to market its upcoming shows through a ‘bookable trails’ service on Sky, which it hopes will encourage viewers to watch or record programmes on its digital channels, according to reports.
Viewers will be prompted to press the green button on their remote control when they are watching an advert for a new series, such as Desperate Housewives or Heston Blumenthal’s Feast.
The service puts the programme directly into a viewer’s personal planner and reminds them to watch it via an on-screen prompt.
In addition, if viewers have Sky Plus, they are given more options such as recording the whole series.
Channel 4’s media strategy manager, Jennifer Carey, said: “People dip in and out of our schedules. Our programmes are very varied and we promote a range of programmes across the week. We want to remind people to watch our channels such as Film4 and More4.”
The launch was originally planned before Christmas, so that the broadcaster could promote the new series of Skins and Brothers and Sisters, but Channel 4 was forced to delay it by two months.
The move is thought to be a marketing initiative for TV programmes rather than for brand advertisers.
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