Andrew Burke, the chief executive of the BT Entertainment division is quoted by New Media Age as saying that he would be disappointed if their broadband television service did not significantly push forward the interactive television advertising market in the next 18 months.
He goes on to say that the ability to mix broadcast adverts with broadband interactivity should not be underestimated, and that he expects broadcasters and programming creators to take advantage of the always-on return channel to enhance their existing programming.
According to the report, the telecommunications company is seeking to recruit a commercial team to support the service, which is due to launch in the second half of 2006. Possible interactive advertising formats could include click-to-call, enabling users to press a button on their remote control to be directly connected to an advertiser via the phone, rather than having to dial a number on screen.
He goes on to say that the ability to mix broadcast adverts with broadband interactivity should not be underestimated, and that he expects broadcasters and programming creators to take advantage of the always-on return channel to enhance their existing programming.
According to the report, the telecommunications company is seeking to recruit a commercial team to support the service, which is due to launch in the second half of 2006. Possible interactive advertising formats could include click-to-call, enabling users to press a button on their remote control to be directly connected to an advertiser via the phone, rather than having to dial a number on screen.