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Last Updated: Wednesday, 21 July, 2004, 12:11 GMT 13:11 UK
First TV advert channel planned
Estee Lauder advert
TV adverts are a huge draw, say the channel's founders
The world's first TV channel dedicated entirely to adverts is to be set up on digital satellite TV in the UK.

The Advert Channel promises the best of contemporary adverts, as well as samples from the last four decades.

Its founders say there is a big public appetite for ads, with 4,000 downloaded from the internet every day.

Viewers will be able to take part in gameshows and phone-ins relating to TV adverts. The channel - complete with its own ads - airs from 6 September.

Co-founder Chelsey Baker said some viewers found ads more interesting than TV programmes.

"We watch hours and hours of adverts as a nation and compared to what they used to be, adverts are now something of an art form," she said.

"Adverts are absolutely infectious and until now there's never been a home for anybody to watch them," she said.

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