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The BBC's Torin Douglas
"The start of another communications revolution"
 real 28k

Monday, 27 March, 2000, 06:20 GMT
TV ad goes interactive
Interactive TV
Viewers will be able to buy without leaving their armchairs
Britain's first interactive television commercial, which lets viewers order what they see on the screen using their remote controls, will be screened this week.

Test transmissions begin on Monday and by the end of the week viewers with digital satellite television will be able to watch the advert and ask for a free voucher for a cooking product.

Some people in advertising believe that the advert, for a Chicken Tonight cooking paste, marks the start of a communications revolution.



Instead of just watching adverts, viewers can now buy products straight away

James Ackerman
Open TV
"It's every advertisers dream to be able to show your ad and then get an instant reaction," said John Coombes, the marketing director of Van den Bergh, the company that makes Chicken Tonight.

Viewers will be able to order the Chicken Tonight voucher through the home shopping service, Open, as they watch the commercial.

Open's chief executive James Ackerman said: "Instead of just watching adverts, viewers across the country can now find out more about advertisers' products and even buy them straight away."

The Independent Television Commission is drawing up rules for interactive television.

Its director of advertising, Stephen Lock, says it is important children should not be taken advantage of by interactive adverts.

"It's important that kids should not be exploited or subjected to things that are inappropriate for children and which might prove damaging," he said.

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See also:

12 Oct 99 | The Company File
Interactive shopping hits UK
12 Aug 99 | Football
'Play TV' on the way
21 Sep 98 | Sci/Tech
'Revolutionary' digital TV arrives
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