Etc.tv prepares digital TV advertising on demand trial
By Adnews Staff
Toronto-based Etc.tv has signed a group of advertisers to participate in a 10-week trial of its new service, the "Etc.tv Advertising on Demand Network." The service will operate on the TVA and Vidéotron Illico interactive digital television systems in Quebec. Viewers will be able to switch at certain times from the channel's live television stream to an on-demand stream carrying long-form commercials for the participating advertisers. During the trial period these advertisers will include Molson Canada, Daimler-Chrysler Canada, Ford Motors of Canada, General Motors of Canada, The National Bank of Canada, Procter & Gamble and Unilever, among others. "With digital television subscription having reached critical mass in Canada, we feel that the market is ready for a digital television application which addresses Canadian TV viewers' growing desire to manage their consumption of both entertainment and advertising," said Judy Davey, vice-president of media and CRM at Molson. "Etc.tv's ability to measure that behavior while reducing advertising waste by paying only to connect with qualified, self-selected prospects, responds to important challenges currently facing advertisers." The trial period will begin in November. A full commercial launch of the Etc.tv service will follow the conclusion of the trial, according to the company.