WEATHER NETWORK INTRODUCES ENHANCED TELEVISION
By Adnews Staff
Specialty channel The Weather Network has added Enhanced Television programming for Rogers digital cable subscribers. The service uses technology from Wink Communications of Alameda, CA. The interactive programming and advertising went into testing about four months ago, according to Rick Devost, sales manager of The Weather Network. Viewers can access the additional content by selecting an icon that appears on the television screen. Weather Network viewers can see five-day weather forecasts for major Canadian and international cities using the service. The network has also been pitching advertisers on sponsorship of the Enhanced Television application in addition to the television broadcast. Advertisers can show viewers additional information about a product, offer discounts and coupons or allow the direct purchase of a product. Discount Car and Truck Rentals and the Marineland Theme Park in Niagara Falls, ON, have both sponsored the channel's Enhanced Television service.