CARLTON LAUNCH CITV INTERACTIVE

CITV will enter a new era early next year with the launch of a CITV interactive service.
The interactive content and advertising will be designed, produced and sold by Carlton Active for ITV. Starting in February 2001, the new interactive CITV will be available to ITV viewers with digital terrestrial receivers. The service will be accessible for the entire CITV slot on ITV, seven days a week, and will be available on all digital platforms during the course of 2001.
A spokesperson for Carlton Active said: “Our service represents a terrific opportunity for advertisers, as they will ultimately be able to reach up to 70 per cent of all kids in digital TV households with the added benefit of targeting viewers by age and interest throughout CITV broadcasts. The advertising opportunities are integrated content propositions engaging kids with separated interactive content designed specifically to communicate brand messages in a thoughtful and effective way.”
Viewers will be able to continue to watch their favourite programme while accessing the interactive content. At the press of a button on the remote control the programme is reduced to quarter screen viewing mode while the interactive service utilises the rest of the screen space. The easy-to-use menus will offer a range of topics from activities to the latest pop charts.
The interactive service will contain programme support material, educational activities and games, and information for both children and parents.