Press Red and emuse launch first interactive TV ads workshop

net1

Press Red, the interactive TV advertising (i-Ad) services company, and emuse technologies, the Dublin based developer of user-friendly authoring software for interactive TV, have successfully carried-out the first in a series of unique interactive TV advertising workshops. Hosted at iBurbia, London's West-End dedicated interactive TV research facility, the workshops have been developed to enable advertising agency creatives to develop high-end interactive components for TV commercials using emuse's design environment, Modelstream.

Alan Docherty, a Senior Creative at McCann-Erickson London remarked, "I had been aware of the existing capabilities of interactive TV advertising. However Modelstream places the look and feel of the graphics firmly in the hands of the creative and also enables the response routing to be fully explored at the development stage." Commenting on the speed of the process he added, "I arrived with an MPEG of a current commercial for one of our major FMCG clients in the morning and left with a fully interactive test version later that day".