Between the Lines: BT finally shares its Vision

BT has launched its long-awaited broadband television service (page 7) and is set to go head-to-head with Sky, but what does it mean for advertisers?

BT entry's into an already overcrowded and fiercely competitive market has been ten years in the making. The telecoms giant has long-held ambitions to reach beyond its core services into television. Yet, so far, BT has been somewhat vague on how its advertising model will work. BT Vision's chief executive, Dan Marks, told Campaign it is a work in progress.

It is difficult to see how BT can offer traditional advertisers anything new which is not already served by cable, Sky or Freeview. But, it does appear to have one ace up its sleeve. BT Vision's interactive services are rich and imaginative, as well as being faster than anything else on the market. Interactive advertising has so far been something of a disappointment - creatively and technically. If BT can take interactive to the next level and reach its subscriber targets, it's these services that will offer advertisers a truly exciting prospect.


Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.

Become a member

What is Campaign AI?

Our new premium service offering bespoke monitoring reports for your company.

Find out more

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content