Carlton and Granada to begin digital trial

Carlton Media Group and Granada Media Group have joined forces to launch an interactive TV trial through their jointly owned digital TV operator, ONdigital.

Carlton Media Group and Granada Media Group have joined forces to

launch an interactive TV trial through their jointly owned digital TV

operator, ONdigital.



The two companies have agreed to produce a series of interactive

features for their pay-TV channels which broadcast on ONdigital, such as

Carlton Food Network and Granada Men and Motors.



The trial will launch on ONdigital early next year and will allow

viewers to use their ONdigital remote control to click on a simple

on-screen icon.



As well as being able to interact with the programmes themselves to see

more detailed information, for example, viewers will also be able to

interact with ads carried on the channels.



Carlton and Granada will now begin recruiting advertisers to get

involved in the trials by producing interactive commercials.



The two media companies have recruited Jane Marshall from the online

marketing consultancy, Web promote, to head the trials. The test will

run for four months and the findings will be used as the basis for the

launch of a full interactive service next year.



Martin Bowley, the chief executive of Carlton Sales, described the

launch of the tests as ’an exciting step change in Carlton’s offer to

programme-makers and advertisers’. The trial, he said ’will help us to

build our expertise in this important area and find out exactly what our

customers want’.



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