emuse absolutely, the interactive TV advertising arm of Dublin, Ireland-based ITV technologies and services provider, emuse, has signed a deal with Interactive Digital Sales (IDS), the advertising sales house that represents Flextech, UKTV and Setanta Sports, that will see the latter offering advertisers the option of using emuse absolutely's ITV advertising infrastructure. (Note: emuse absolutely's i-advertising service allows advertisers to run interactive campaigns simultaneously across digital satellite--thus breaking the effective monopoly that BSkyB has held over interactive TV advertising on digital satellite 
since Zip Television, which had set up an alternative i-advertising infrastructure to BSkyB's own, went into receivership--digital terrestrial, mobile and online. The service's ability to support red-button advertising on the Freeview platform--which is now in around 7 million homes, but which had not previously supported such functionality--has been one of its major selling points in the UK. A number of other UK broadcasters, in addition to those represented by IDS, now allow linking to the service from linear commercials on their networks, including the UK's largest commercial broadcaster, the Independent Television Network, UK terrestrial broadcasters Channel 4 and Five, BSkyB, and Teletext.) The deal will see emuse--which claims to be able to run interactive TV advertising on 20 million set-top boxes in the UK--working with IDS to provide interactive advertising on Freeview, digital satellite, mobile and IPTV platforms. "Working with IDS is an important addition to our impressive and fast-growing list of broadcasters as they represent almost a third of interactive impacts in the UK with a return path," emuse CEO, Patrick Rainsford, said in a prepared statement.
Originally Published: December 5, 2006 in [itvt] Issue 7.08 Part 2
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