etc.tv in Interactive TV Advertising Deals with RDS, Astral Media, TQS

Will Enable ITV Advertising for RDS's Super Bowl XLIII Telecast

etc.tv--a company that offers a "telescopic advertising" service which allows hyperlinking, via overlaid visual cues, from 30-second linear commercial spots to long-form advertising content hosted on cable operators' VOD platforms (note: the service also allows advertising content to be bookmarked for later viewing), as well as to tcommerce opportunities, and which is currently available to around 1.9 million consumers in Quebec through a deployment on cable operator Videotron's illico digital cable service--says that Quebec-based sports network, Le Reseau des Sports (RDS), will enable its commercial inventory with etc.tv hyperlinking functionality, on both its standard- and high-definition channels, for the February 1st telecast of Super Bowl XLIII, as well as for a number of other high-profile sporting events. "This marks another historical first for RDS and for television," RDS's VP of sales and marketing, Michel Gagnon, said in a prepared statement. "The Super Bowl is an important jewel in our crown of major sporting events. We are excited to be the first network to offer etc.tv's hyperlinking solution to advertisers during the NFL season's biggest game. We are equally excited that our other major telecasts, including the Word Series of baseball, Montreal Canadiens' hockey, the Stanley Cup playoffs and the NHL All Star Game, will also offer this interactivity to our clients."

In other etc.tv news:

  • The company has begun offering its service on the commercial inventory of Astral Media-owned music video channel, MusiquePlus, throughout the latter's entire broadcast schedule. "Astral Media TVPlus is pleased to offer clients who have produced a long-format commercial the opportunity to speak to an audience that is passionate about music and is tapped into the Quebec music scene," Peter Germain, VP of sales at Astral MediaTVPlus, said in a prepared statement. "TV viewers can now have the same hyperlinking functionality in their TV viewing experience as they enjoy online. By enabling our commercial inventory with the etc.tv solution, advertisers can now more fully engage MusiquePlus viewers in their brands." Added Ian MacLean, general manager of etc.tv: "Today's announcement confirms that already 40% of the commercial television inventory available to advertisers in Quebec will now be enabled with video hyperlinking in one third of Quebec homes. This is, by leaps and bounds, the most significant advanced TV advertising deployment anywhere in North America."
  • TQS, a French-language broadcaster that operates a number of channels in Quebec, has also enabled its commercial inventory across its entire broadcast schedule with the company's hyperlinking advertising solution. "TQS, with our rejuvenated fall programming schedule, has never been more committed to providing our advertisers with every advantage available to maximize the effectiveness of their TV campaigns," Guy Meunier, TQS's VP of sales, said in a prepared statement. "The etc.tv solution leverages Quebec TV viewers' growing use of video-on-demand services to allow advertisers to connect directly with interested consumers, and to do so in a highly measurable and accountable manner." Added etc.tv's MacLean: "The addition of TQS's audience brings significant incremental scale to the share of tuning already enabled with the etc.tv hyperlinking advertising solution. With each new TV network enabled, etc.tv becomes an increasingly attractive platform for advertisers buying advanced TV advertising campaigns across Quebec."