25 October 2006
The Internet Advertising Bureau (IAB) will launch an Interactive Digital TV Taskforce to raise awareness of digital TV to the public. The scheme also hopes to promote understanding of the new medium.
The European Interactive Digital Television Taskforce will focus on increasing the industries understanding of the platform and the use of all forms of advertising across interactive digital television (iDTV).
Layla Pavone, president of IAB Europe, told Brand Republic: "Convergence between television and the web is happening now and interactive digital TV is an integral part of this.
"Its ability to combine the branding power of television with the sophisticated targeting and accountability of the web makes it especially important that the IAB Europe establish this taskforce to help our members tap into its strength as a digital advertising channel."
Creative advertising will be at the forefront of the taskforce's agenda, which it hopes to achieve with the help of its expert and independent research. Case studies will also be launched to look into usage, consumer behaviour and the potential of iDTV.
Digital switchover is the biggest change in TV since colour TV was introduced in 1967. According to government statistics, approximately 70% of Britons already watch digital television. Digital TV signals can be received through an aerial, a satellite dish, cable or through a telephone line.
Compare digital TV packages from Sky, Freeview, ntl and Telewest on uSwitch.com to find your best digital TV package.
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