BT Vision launches targeted advertisement trial with movie downloads

December 5, 2007 – BT Vision, the IPTV service offered by UK incumbent telco BT, has announced the trial launch of a new service that offers customers free film rentals via its BT Vision Download Store in return for watching targeted advertisements.

BT Vision collaborated with Intel Corporation, Hiro Media and FremantleMedia Enterprises on the three month trial, offering Download Store Customers the choice of three films at no cost.  When customers rent the film, they are asked to download free video software from Hiro Media, which develops Internet ad-supported video download technology.  Viewers are then asked to provide anonymous demographic information, allowing the software to select adverts dynamically that are most suited to the answers provided.

The BT Vision Download Store is available to all broadband subscribers in the UK, irrespective of their ISP.  Once the film is downloaded, it is available for one month and providing the viewer is online, different adverts will be shown at each viewing.  Viewers can also send the films to friends via email to be viewed on the same terms.

“This will be a fascinating trial: the concept of targeted TV advertisements is now a reality through the combined technology behind BT Vision Download Store and Hiro’s software solution,” said Anthony Carbonari, Interactive and Commercial Media Director.  “We believe that sympathetically-placed, targeted advertising, combined with a viral film-sharing capability, will be attractive to customers in conjunction with free or reduced content prices.  We look forward to the results.”