Carlton Television has rebranded its interactive division as
Carlton Active ahead of the launch of its digital interactive
advertising service, which goes live on the Carlton Food Network and
Carlton Cinema channels next week.
Martin Bowley, the chief executive of Carlton Media Sales, becomes
chairman of the new unit. Jane Marshall, formerly the head of the
interactive unit, becomes chief executive.
Carlton has signed up a selection of advertisers for the first two-month
stretch of the launch, including Procter & Gamble’s Max Factor and
Bounty brands, the AA and M&G Securities. Onken, the yogurt
manufacturer, has signed a sponsorship deal.
Bowley said: ’Our system is unique and is the most exciting development
in the TV industry. This is revolution, not evolution.’
He added that Carlton is now looking for six more brands to sign up for
interactive development using Carlton Active’s services later this year.