ITV Network launch interactive adverts

ITV have recently launched interactive red button adverts (iAds) on UK ITV satellite channels, in partnership with Softel.
This cooperation has resulted in the development of a broadcast system allowing iAds to be transmitted over the regional ITV digital satellite service.
The technology behind the project involved the import of schedule data from a variety of ITV regional automation systems and the synchronised transmission of interactive content.
The interactive content scheduling system, developed by Softel, allows not only the generation of various campaigns but also has the ability to define the interactive content behind the advert and the characteristics of the campaign play-out. The interactive adverts are broadcast using Softel’s MediaSphere interactive content server.
The successful transmission of iAds is an important milestone for Softel. David Symons, Transmission Products Manger for Softel, explained: “During recent months Softel and ITV’s hard work in developing scheduling for interactive transmission system has proved very successful."
(GB)