UK broadcasters set up iTV body

net1

The UK's five biggest commercial broadcasters are joining forces to promote interactive TV advertising. ITV, Channel 4, Five, Sky and sales house IDS have agreed to establish a trade body to drive the sector forward, reports NMA.

The rationale behind the organisation is to get broadcasters, agencies and advertisers working together to actively promote red- button enhancements.
Digital media consultancy Decipher estimates the sector is currently worth around £6m (E8.7m), but has the potential to increase to £10m over the next year.

Sky ran 179 red-button campaigns during 2004. The satellite broadcaster also saw revenue from i-ads increase by 65% year on year in the six months to December.