Carlton Media Group and Granada Media Group have joined forces to
launch an interactive TV trial through their jointly owned digital TV
The two companies have agreed to produce a series of interactive
features for their pay-TV channels which broadcast on ONdigital, such as
Carlton Food Network and Granada Men and Motors.
The trial will launch on ONdigital early next year and will allow
viewers to use their ONdigital remote control to click on a simple
As well as being able to interact with the programmes themselves to see
more detailed information, for example, viewers will also be able to
interact with ads carried on the channels.
Carlton and Granada will now begin recruiting advertisers to get
involved in the trials by producing interactive commercials.
The two media companies have recruited Jane Marshall from the online
marketing consultancy, Web promote, to head the trials. The test will
run for four months and the findings will be used as the basis for the
launch of a full interactive service next year.
Martin Bowley, the chief executive of Carlton Sales, described the
launch of the tests as ’an exciting step change in Carlton’s offer to
programme-makers and advertisers’. The trial, he said ’will help us to
build our expertise in this important area and find out exactly what our