ITV Tests In-Programme Ads

UK television channel ITV is testing technology developed by recently established Californian start-up Keystream as a possible way to fight the problem of viewers skipping its commercial breaks.

The system uses object and motion detection to find suitable spaces such as sky or blank walls to display ads and other messages within programmes. This is known as 'automatically placed overlay advertising'. ITV is testing the service on its web site, where the images animate and provide a clickable link if rolled over with a mouse. If successful, it is earmarked for possible use on television - but this depends also on regulatory approval which is currently uncertain given UK bans on both subliminal advertising and product placement. Broadcasting watchdog Ofcom and the Advertising Standards Authority are yet to pronounce.

The channel's Director of Future Technology, Simon Fell, told the UK's Times newspaper (www.timesonline.co.uk ) there was a lot of potential for the product: 'If there's a scene in a programme where there's time, then it could give us a chance to get an ad away' - but promised 'obviously on television you won't be seeing one of these appearing at a crunch point in a drama.' Fell says the system is 'subtle'.

ITV announced this week that it will cut 1,000 jobs by early next year because of a drastic fall in advertising.

In the US, cable networks and DVR firms have their own possible solutions to ad-skipping - 'speed bumps' which show an ad during fast-forwarding and billboards that appear when a show is paused.

Web sites: www.itv.com , www.keystream.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.