CAMPAIGN-I: Media Contacts signs up to iDEA initiative

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

digital broadcaster.

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.

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