Interactive TV Advertising

20 July 2010

This report examines the revenue potential of Direct interactive TV advertising (DiTV) for BSkyB and other UK channels. This advertising format exploits the technology of BSkyB's Digibox to provide the viewer with a means of directly responding to advertising campaigns featured on the television. As the gatekeeper to the Digibox, this report confirms that BSkyB will gain the most from the development of the market for DiTV, collecting up to 80% of the revenue generated.

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