Mark Cullen, former managing director of Live TV, is set to launch
an interactive television company in January.
Media Business discovered this week that the new company - named
Enteraction TV - is being set up to make web television for the digital
interactive platform. It will provide programme packages to sell to
broadcasters and web producers who are looking to send data to a website
to enable viewers to watch television on their PCs.
Cullen, who was recently made redundant following the closure of Live TV,
will run the new venture alongside two programmers, Adrian Swift and Mark
Murphy, both from Live TV.
According to Cullen, there is huge potential for advertisers on the new
interactive programme format, but it’s too early to confirm who these
Cullen said: ’We have already been approached by a host of ad agencies and
are in talks with clients who want to produce interactive
Cullen continued: ’The type of programme format we will provide will
change the way that people can advertise.You could be sitting at home
watching digital television and a banner ad will flash up during the
commercial break. It could be a little icon with a Galaxy chocolate logo
on it, for example. All you have to do is press on the logo and it takes
the viewer into a short film about the product.’
Enteraction will be backed by a range of trade investors, who will be
announced in the weeks leading up to the company’s launch in January.