Gillette

New York-area MSO, Cablevision, is trumpeting the results of the first set of campaigns powered by its new proprietary (i.e. not EBIF-based) interactive TV advertising service, Optimum Select. The service presents viewers with a "select button overlay" which appears at the bottom of the TV screen during a commercial and which invites them to press the "SEL" button on the remote control for more information on an advertised product. Once the viewer presses "SEL," the current program is shifted to the top-right corner of the screen to allow continued viewing, and the viewer is then presented with several possible options, including receiving a free sample of, a coupon for, or additional information on the advertised product.