Charity begins on the red button

net1

The Community Channel has struck a deal with sky digital to offer interactivity within its broadcasts in the hope of raising more money for charitable causes. Viewers will be able to use the red button on their remotes while watching TV to reach new interactive functions that will enable them to learn more about the channel and its partners or to donate money directly.

UK charities including Barnardos, the British Red Cross and Youth Music are among those thought to be taking part in the iTV trial. It is understood that Sky has leased the bandwidth to the Community Channel at a cut-price rate.

So far, only a few charities have used iTV to raise awareness of their causes, but the Community Channel deal could pave the way for more of them to strike up new relationships with UK broadcasters and may help overcome the sector's traditional caution towards new media.