Etc.tv, TVA Group ready advertising on demand system
By Adnews Staff
Etc.tv and TVA Group of Montreal have signed an agreement to launch a new service in the fall called the "Etc.tv Advertising on Demand Network." The service will operate on the TVA broadcast network. A trial period with a limited number of advertisers will begin this summer. TVA viewers will be able to switch instantly from the channel's live television stream to an on-demand stream carrying long-form commercials for participating advertisers. "We see advertising on demand as a natural evolution of television in the digital age," said Reneault Poliquin, vice-president of TVA. "By leveraging digital technology to bring consumers relevant advertising, on demand, we are uncovering new and untapped potential for television." In November 2004, Etc.tv formed an agreement with Videotron to jointly develop an advertising-on-demand application for Videotron's two-way digital cable system.