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Sky announces new 'on-demand advertising' service
Tuesday 28th April 2009, by Daniel King
Sky has announced the launch of a new service through its broadband-powered on-demand TV service.
The broadcasting company, which also provides internet access to homes across the UK, has revealed plans to incorporate advertising on its set-top boxes that can be viewed by the user with the touch of a button.
It is hoped viewers will enjoy watching extended or long-form commercials as part of the service, using the green button on their handset that is also used for access to reminders and recording options through the Sky+ system.
The firm has already announced some of the companies that have signed up to the new service, which will also offer users the opportunity to find out more about products or the advertisements featured.
Among the first of the first campaigns taking advantage of the new offering will be Warner Brothers, who will include access to footage from its upcoming blockbuster Harry Potter and the Half Blood Prince.
Fox will also be on board the new green button service, giving viewers the chance to interact with its latest entry in the Ice Age franchise - Ice Age: Dawn of the Dinosaurs. The film reunites members of the cast of the last two movies, such as Denis Leary and John Leguizamo, as well as bringing new talent like Shaun of the Dead star Simon Pegg to the series.
McMillan Cancer Support and T-Mobile will also be involved with their own campaigns and following the last stages of testing, it is expected Sky users will see the feature roll-out in June over 50 of the channels in Sky Media's portfolio.
