Turner and Telewest strike digital TV deal

Turner Broadcasting System has struck a deal in which it will provide all the interactive TV content on Telewest Active Digital from June.

Turner Broadcasting System has struck a deal in which it will

provide all the interactive TV content on Telewest Active Digital from

June.



The broadcasting giant has signed up Nestle and Kellogg as the first two

major banner advertisers on the digital platform and intends to draw in

a host of new clients.



Planning and buying for Nestle and Kellogg was handled by MindShare.



Turner’s Cartoon Network, CNN and Turner Classic Movies will create

tailor-made content for the digital platform.



Cartoon Network will incorporate background information on the channel’s

most popular shows, give viewers a behind-the-scenes look at how

cartoons are made and run a series of competitions. There will also be a

Cartoon Network news section.



CNN will provide regional news from Europe, Africa, Asia, the US and the

Middle East, as well as business and market updates, weather reports and

international news bulletins to be updated daily.



Turner Classic Movies will provide films, profiles of movie directors,

channel highlights, showbusiness news and movie trivia games.



The deal is a direct result of Turner’s commercial partnership with BT’s

broadband internet service ADSL, which will provide the interactive

technology to support the venture.



Turner has participated in BT’s trials of the ADSL service for more than

a year. The content on the new service will be updated to include, for

example, interactive versions of cartoons such as The Banana Splits.



Mick Buckley, managing director of Turner, commented: ’Our advertisers

will benefit greatly from this innovative service, which gives extensive

access to our viewers as they experiment with the new platforms.’



Chris Townsend, director of interactive services at Telewest, said:

’Having Turner on board our interactive platform is great news for

Telewest. We are leading the way in the UK by bringing a broadband range

of digital and interactive services to customers.’



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