Agency: Leo Burnett London
By RACHEL MINTER, campaignlive.co.uk, Monday, 06 December 1999 12:00AM
Web technology company World CallNet is setting up a 12-person
sales organisation to sell its new interactive TV channel, MailTV.
Designed to take on BSkyB’s Open by bringing the web into the living
room, MailTV will carry advertising and take a cut of sales made through
Initially, the advertising sales team will consist of 12 staff and
recruitment is taking place over the next few weeks.
The sales organisation will operate independently from World CallNet,
but will work closely with Mulberry Marketing Communications. Mulberry
is already involved in negotiations with a range of organisations -
ranging from retailers to banks - who will advertise on the new
services. Details of the ad ratecard will also be revealed in the coming
The interactive service, accessible via analogue and digital television,
enables consumers to send and receive e-mails, chat online, carry out
home shopping and banking transactions as well monitor stocks and shares
- all without being connected to a PC.
MailTV has been compared with Open in its style and format, but
consumers won’t have to subscribe to Sky Digital to gain access. Viewers
can get connected over the phone but need to purchase a set-top box with
remote control to use the service. The service is also being embedded in
new television sets at their point of manufacture, and eventually
viewers will receive it automatically.
Paul Goodman-Simpson, chief executive of World CallNet, said that the
MailTV service differs from other home internet access systems for two
’First, it’s very simple to use with no prior knowledge of
Second, it will be a low-cost item. Research shows that there is a real
demand in this country for interactive services such as home shopping
and banking. Such services must be made available to the public without
large set-up costs or ongoing fees,’ he said.
This article was first published on campaignlive.co.uk