Carlton Active is stepping up its interactive advertising offer by enabling links on its children's programming as well as extending the service to spot advertising.
Children watching a Carlton programme - such as Mopatop's Shop - on digital TV will, from next year, be able to access information and promotional campaigns from a programme sponsor, or pull up additional, interactive information on advertisers during the ad breaks.
Both advertising strands will be available from February and will boost Carlton's existing interactive TV offering, which launched with the parental programming series Baby Baby on 13 October, sponsored by SmithKline Beecham.
Jane Marshall, the chief executive of Carlton Active, said: 'We could offer a holiday listings service during the school holidays which a leisure advertiser could sponsor.'
Carlton Active will be approaching children's advertisers and clients favouring spot advertising to see if they wish to extend campaigns to an interactive format.
Martin Bowley, the chairman of Carlton Active, said: 'When we launched Carlton Active, we said we would be in the here and now rather than making promises for the future. This is yet another demonstration of our ever-expanding business.'