C4 poised to test interactive medium

Channel 4, Maiden Outdoor and Railtrack are set to trial an interactive outdoor advertising medium at Waterloo station for 12 weeks.

Channel 4, Maiden Outdoor and Railtrack are set to trial an

interactive outdoor advertising medium at Waterloo station for 12

weeks.



The experiment, which is aimed at commuters, replaces Channel 4’s text

billboard at the station with four screens showing a mixture of live

broadcasts, trailers, games and competitions.



An 0800 telephone number, sponsored by Colt Telecommunications, will be

flashed up so that commuters can listen in or compete via their mobile

telephones.



One screen will continue to show text information based on listings for

the week - a service already in place in many mainline stations. Another

will show more in-depth promotions and trailers for the rest of the

season’s programmes; a third will contain the games and competitions. A

final screen will show live programmes, including the Big Breakfast,

Light Lunch and Channel 4 News.



Advertisers on the service flash up telephone numbers which mobile phone

users can dial straight through to; callers can also continue to listen

to the broadcast once they have boarded the train.



Channel 4, Maiden Outdoor and Railtrack hope the medium, which will roll

out across the country, will ultimately function as an extension of

digital television.



Wendy Lanchin, the head of marketing at Channel 4, said: ’There are

endless possibilities for this medium. The trial will be monitored to

see how many people actually interact with the service, rather than just

look at it as a video poster.’



The technology behind the site was developed by Red Fig. The software is

driven by hardware from Silicon Graphics.



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