Media Contacts, the online division of the Media Planning Group,
has signed a deal with Carlton Active, Carlton's iTV sales and
production facility, committing to its iDEA initiative.
The scheme is an interactive TV development and education alliance
launched by Carlton in March. The concept behind iDEA is that all
members will share the digital TV knowledge and skills that Cartlon
Active has developed as a result of producing interactive TV ads for
ONdigital. This will include useability results as well as tailor-made
workshops and ad solutions.
Media Contacts, which has clients including Orange and Microsoft, is the
first agency to endorse the idea. An interactive TV ad for Orange is
expected to be the first project to emerge from the deal.
The deal will involve Media Contacts commissioning interactive TV
campaigns, the first of which will be for Orange. The telecoms company
is expected to launch ads on digital TV within the next two weeks, and
the campaign will run until the end of the year. The 30-second spot will
link through to various interactive sites within ONdigital.
Carlton's partial ownership of ONdigital, soon to be ITV Digital, means
it tends to favour developing marketing content for the terrestrial
Simon Sadie, the managing director of Media Contacts, said: 'This
relationship with Carlton Active will equip Media Contacts for the
digital future. Analogue switch-off is getting closer and within the
next five years interactive TV ads will be the norm.'
Carlton Active has made interactive TV ads for Unilever, Procter &
Gamble, the AA and SmithKline Beecham.