Red Bee Media Develops First IPTV Interactive TV Commercial
Red Bee Media has created
a prototype interactive commercial that demonstrates the benefits IPTV
offers advertisers. The prototype has been sponsored by Advanced Micro
Devices (AMD) and will be demonstrated on Red Bee Media s stand at
the International Broadcasting Convention (IBC) in hall three, stand
To create the prototype,
Red Bee Media repurposed an interactive TV commercial (i-ad) that it
created for the retailer, Boots, for its 2005 Christmas campaign. The
i-ad offered viewers advice through a gift generator on what to give
their friends and family and then sent them their Christmas shopping
list via text message. The IPTV prototype offers the added functionality
to purchase gifts through the i-ad, rather than having to visit a store.
Interactive TV enables
advertisers to communicate a more complex and targeted message to viewers.
However, in the past functionality has been limited due to bandwidth
costs and technical constraints. IPTV enables a powerful, media rich
experience mixed with in-depth interactivity that is traditionally associated
with the web. This provides advertisers with new opportunities to communicate
with viewers, said John Pink, Commercial Director at Red Bee Media.
To demonstrate the prototype
i-ad at IBC, Red Bee Media is using a Futarque set-top box with software
from the AMD LIVE! Entertainment Suite. The set-top box is connected
to an AMD LIVE! PC, which is connected to the Internet.
an important aspect of entertainment in a media-rich environment,
said Stephen DiFranco, Corporate Vice President of Consumer Marketing
at AMD. Red Bee Media s Sherpa navigation tool and i-ad are ideal
companions to showcase the performance of AMD LIVE! media center PCs
powered by AMD Athlon 64 X2 processors.
The i-ad will be accessed
through Red Bee Media s search and navigation tool, Sherpa.
Sherpa is a white label software solution that guides consumers
to content through customised user journey, search and recommendation.
Sherpa technology can power broadband, IPTV and mobile VOD as well as
linear TV solutions.
John Pink continues:
Red Bee Media has a unique blend of creative and technical skills
that have been used to create this next generation i-ad. The combination
of these skills is essential in the exciting new world of T-Commerce
– the ability to shop via interactive television. Red Bee Media is looking
forward to helping our clients engage with consumers in this new way .