MEDIA: ITV launches DRTV scheme

ITV is launching a new direct response television system, branded Call-ITV, which will offer advertisers a centralised number and response service.

ITV is launching a new direct response television system, branded

Call-ITV, which will offer advertisers a centralised number and response

service.



The scheme, which launches next month, will bring in new advertisers who

may not have used DRTV before and will also appeal to smaller, regional

advertisers.



The scheme is jointly funded by ITV sales houses Laser, Carlton and

TSMS, and will be led by Caroline Hunt, head of client sales for Carlton

UK Television.



Advertisers using the system will also be able to put the Call-ITV

number on packaging and promotion and bolt it on to existing ads made

without direct response numbers.



ITV is waiting to be allocated the final number it will use but hopes to

make the number three as prominent as possible.



A pilot scheme will run from July 7 for six months in the Grampian,

Border, and West Country TV regions. It will be able to handle 180 calls

a minute.



Hunt said several advertisers are interested in the scheme but says none

had yet finalised arrangements.



Cable and Wireless Communications is working with ITV on the scheme,

which, if rolled out nationally, could be the biggest central

call-handling facility in the UK.



Hunt says because of changes in the phone system, advertisers will not

be given distinctive numbers to use in their DRTV ads.



Those that already use branded numbers, such as Guardian Direct

Insurance, with the number, 0800 28 28 20 (to sound like an owl’s call)

and Forte’s 0800 40 40 40, will be allowed to keep them.



’The Call-ITV logo and the number will appear on screen at the end of

the ad. The aim is to link the strength of ITV’s brand to

advertisers.



We will work with C&W to ensure that the handling service can handle the

response levels,’ said Hunt.