Media News - Thursday, October 02, 2008
UK: ITV launch in-program ads
Troubled British broadcaster ITV could be on the verge of a commercial revolution after revealing a new form of advertising that displays during TV programs. The strategy would make advertising unavoidable for viewers and would combat the practice of recording shows and fast-forwarding through ad breaks. The broadcaster says it will use the technology, known as 'automatically placed overlay advertising', to superimpose company logos into clear spaces such as blue skies or blank walls. The technology is being given a three-month trial within the user-generated content on ITV Local's website. The broadcaster denies plans to use it on conventional broadcast channels. Television critic for The Times newspaper, Andrew Billen, said any move by broadcasters to use the advertising method on TV would most likely backfire due to public outrage. ITV will review plans for the technology after the trial, but refused to speculate on how it might be used. (Sky News)
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