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IPA Commissions Report on Digital Interactive TV
December 3 2001

 

The IPA has commissioned Howard Unna, e-business advisor and former Head of e-Commerce for Woolworths, to write a report on the status and future development of digital television (DiTV) in the UK.

The report will be published in January 2002 and will include examples of DiTV work to date, revenue/business models and suggestions as to how this new medium should be developed.

It will also look at:

  • The options for an organisation to become multi-channel
  • Advantages of this approach
  • Who the consumers are and how they interact with their TV
  • Whether the results of interactive campaigns are measurable
  • What are interactive ads and how do they work?
Unna commented 'The opportunities for digital television are only just being realised, and it's time for the TV platform providers and the direct marketing fraternity to start talking to each other, collaborating and building best practice across the piece in order to bring exciting new solutions to advertisers, content providers and retailers. At the moment the opportunities are being buried deep within the technology and the jargon.'

IPA Director General Hamish Pringle added 'The Government is working towards switching off the analogue signal by 2008, so it's important that the IPA draws attention to this new medium, pulls together what we know so far, and encourages more experimentation so that this new and exciting new medium can realise it's full potential, and quickly. This report by Unna, is our marker as to where we are, and very usefully identifies issues that we as an industry need to debate so we can move forward. It will be especially of interest to the many IPA member agencies involved in direct marketing.'



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