Carlton Media Group and Granada Media Group are to launch an interactive television trial with their co-owned digital pay-TV broadcaster, ONdigital.
The two companies will produce and broadcast interactive material, which viewers will be able to interact with by clicking on a simple on-screen icon with their remote controls.
The trial will also allow advertisers to add interactive features to commercials, enabling viewers to find out more about various products.
The project will be headed up by Jane Marshall who joins ONdigital from online marketing consultancy, Web Promote. The trial service will be available early next year. On completion of the trial the two plan to launch a full interactive service.