iTV survey to expose marketer attitudes

LONDON - A major new research project into interactive television is being launched by the iTV consultancy Zip Television and sponsored by the DMA.

The survey will look at the extent that companies are incorporating the medium into their advertising plans, as well as the perceptions of the medium in the marketing industry. Other sponsors include Channel 4, Sky, Claritas, IDS and Diss Promotional Marketing.

The results will be published in January 2003 in DMBulletin sister publication Marketing. Andrew Howells, managing director of Zip Television, said: "We want to see how attitudes have changed towards iTV and therefore establish what advertisers are really thinking about the validity of this new channel."

Participants in the survey will receive a copy of the full findings, as well as the DMA's iTV guidelines, which are soon to be published. The survey can be completed online at Zip Television's website.

Everyone taking part will also have the chance to win a half-day iTV consultancy, valued at £2,000.

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