Turner Broadcasting System has struck a deal in which it will
provide all the interactive TV content on Telewest Active Digital from
The broadcasting giant has signed up Nestle and Kellogg as the first two
major banner advertisers on the digital platform and intends to draw in
a host of new clients.
Planning and buying for Nestle and Kellogg was handled by MindShare.
Turner’s Cartoon Network, CNN and Turner Classic Movies will create
tailor-made content for the digital platform.
Cartoon Network will incorporate background information on the channel’s
most popular shows, give viewers a behind-the-scenes look at how
cartoons are made and run a series of competitions. There will also be a
Cartoon Network news section.
CNN will provide regional news from Europe, Africa, Asia, the US and the
Middle East, as well as business and market updates, weather reports and
international news bulletins to be updated daily.
Turner Classic Movies will provide films, profiles of movie directors,
channel highlights, showbusiness news and movie trivia games.
The deal is a direct result of Turner’s commercial partnership with BT’s
broadband internet service ADSL, which will provide the interactive
technology to support the venture.
Turner has participated in BT’s trials of the ADSL service for more than
a year. The content on the new service will be updated to include, for
example, interactive versions of cartoons such as The Banana Splits.
Mick Buckley, managing director of Turner, commented: ’Our advertisers
will benefit greatly from this innovative service, which gives extensive
access to our viewers as they experiment with the new platforms.’
Chris Townsend, director of interactive services at Telewest, said:
’Having Turner on board our interactive platform is great news for
Telewest. We are leading the way in the UK by bringing a broadband range
of digital and interactive services to customers.’