UK public service broadcaster Channel 4 is in talks with UK telco BT to run pre-roll adverts on the latter's IPTV service 'BT Vision', following increased demand from advertisers, according to reports in New Media Age.

Channel 4 will reportedly become the first channel on the platform to run pre-roll adverts with its VOD content, as inventory on rival platforms such as Virgin Media reportedly becomes "squeezed".  Lee Bellion, TV VOD Senior Account Executive for Channel 4, said: “VOD viewers have an early-adopter attitude and a commercially aware mindset.  We’re in discussions with BT Vision as ads are something we want to do and advertisers are calling for too.”

BT added 18,000 subscribers to its IPTV service 'BT Vision in the third quarter of last year to bring the total to 436,000 by the end of September, after adjusting for a further cleanse of the database.