World CallNet sets up TV ad sales operation

Web technology company World CallNet is setting up a 12-person sales organisation to sell its new interactive TV channel, MailTV.

Web technology company World CallNet is setting up a 12-person

sales organisation to sell its new interactive TV channel, MailTV.

Designed to take on BSkyB’s Open by bringing the web into the living

room, MailTV will carry advertising and take a cut of sales made through

the channel.

Initially, the advertising sales team will consist of 12 staff and

recruitment is taking place over the next few weeks.

The sales organisation will operate independently from World CallNet,

but will work closely with Mulberry Marketing Communications. Mulberry

is already involved in negotiations with a range of organisations -

ranging from retailers to banks - who will advertise on the new

services. Details of the ad ratecard will also be revealed in the coming


The interactive service, accessible via analogue and digital television,

enables consumers to send and receive e-mails, chat online, carry out

home shopping and banking transactions as well monitor stocks and shares

- all without being connected to a PC.

MailTV has been compared with Open in its style and format, but

consumers won’t have to subscribe to Sky Digital to gain access. Viewers

can get connected over the phone but need to purchase a set-top box with

remote control to use the service. The service is also being embedded in

new television sets at their point of manufacture, and eventually

viewers will receive it automatically.

Paul Goodman-Simpson, chief executive of World CallNet, said that the

MailTV service differs from other home internet access systems for two


’First, it’s very simple to use with no prior knowledge of


Second, it will be a low-cost item. Research shows that there is a real

demand in this country for interactive services such as home shopping

and banking. Such services must be made available to the public without

large set-up costs or ongoing fees,’ he said.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).