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What sort of relationship have you been building with advertisers?
With the high degree of functionality we have built into our systems we can capture a lot of data about our consumers. We can therefore help advertisers to target their campaigns very effectively. We can use our systems to 'drill down' for a lot of very useful data - obviously everything we do is within data protection regulations.
We have had a high degree of interest from agencies and broadcasters in this, and we will shortly be making some key announcements about the new partnerships we are forming.
In 2004 we also launched the Ad Channel. This service allowed viewers to vote for ads that they really enjoyed - or not. We had a fantastic response to this, and it demonstrated that viewers essentially want to get involved with good content, whether it's ordinary programming or adverts.
How do you perceive the predicted growth of convergence devices?
We are in a very good position to make the most of convergence, as we already have a very strong knowledge and active use of digital rights management (DRM). This means that we will be able to seamlessly link our content easily across multiple devices.
However, our huge strength is in video and providing that service well. We are more interested in using TV content to 'window' what we can deliver online. For instance, our V:MX Music Service allows users of some tracks to visit the website, or use their mobile phone, and download the track. In the on-demand, online enabled environment there is a great ability to link content. We can link any of our video assets to any other. The possibilities are endless.
However, we view this responsibly as a company, and expect others in the IPTV space to do the same. Although it is currently less formally regulated than the brodcast space, that actually means we as providers have to be more responsible, and be self-regulating. That goes across content, advertising and data collection.
How do Video Networks plan to move forward with their IPTV service?
We have in place plans to roll-out nationally to around 10 million UK homes. We are very excited about the offering that we have in place.
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