BT entry's into an already overcrowded and fiercely competitive market has been ten years in the making. The telecoms giant has long-held ambitions to reach beyond its core services into television. Yet, so far, BT has been somewhat vague on how its advertising model will work. BT Vision's chief executive, Dan Marks, told Campaign it is a work in progress.
It is difficult to see how BT can offer traditional advertisers anything new which is not already served by cable, Sky or Freeview. But, it does appear to have one ace up its sleeve. BT Vision's interactive services are rich and imaginative, as well as being faster than anything else on the market. Interactive advertising has so far been something of a disappointment - creatively and technically. If BT can take interactive to the next level and reach its subscriber targets, it's these services that will offer advertisers a truly exciting prospect.