What have been your findings about working with advertisers?

What we have found is that those advertisers and agencies used to using the traditional TV broadcast advertising space are harder to persuade about moving into the interactive advertising market. We have instead brought on board some major sponsors including Intel, Microsoft and Disney, which has been very successful.

However, the trial has been an opportunity to access some data that will be of great ongoing interest to advertisers into the future. We have been able to test consumers’ direct interactive responses by giving them the opportunity to click through to product websites. Clearly, a television service delivered over broadband will provide a great deal of opportunities to move viewers very close to the point-of-sale.

How do you intend to develop the service into the future?

In the future we will certainly develop the service, building on top of what we already have to offer more channels. We will examine a variety of business models, and it’s possible that we will start to offer some more pay-per-view content. However, we are currently happy to keep gathering consumer feedback on this beta test, which will allow us to move into the future with a service that our customers are genuinely interested in.

For more information please visit http://blueyonder.co.uk/tv