Mirada Powers Interactive TV Advertising for Sky Italia

Mirada, the Anglo-Spanish interactive TV company that was formed via the merger of YooMedia and Fresh IT (note: for extensive background on the merger, see the article published on itvt.com, January 15th, 2008), announced Monday that it is partnering with News Corp.-owned pay-TV provider, Sky Italia, to deliver interactive TV advertising on the latter's OpenTV middleware-powered platform.

According to the company, the new interactive TV advertising service allows Sky Italia viewers to engage with commercials via a call to action in the interactive menu and enables brands to offer additional associated content or product information. "Mirada's experience in providing interactive services to broadcasters meant we were able to complete the project quickly, reducing Sky Italia's time-to-market significantly and enabling the broadcaster to provide an exciting service to customers," Giovanni Azzara, Mirada's country manager for Italy, said in a prepared statement. "In addition to speed, we were able to offer Sky Italia an application that could be integrated within Sky Italia's existing environment, meaning the company didn't need to alter any build, configuration or deployment plans; we could just slot in." Added Mirada CEO, Jose Luis Vazquez: "This is a big milestone for Mirada. Our ongoing relationship with Sky Italia is a significant landmark in the evolution of our product. Interactive advertising is a key focus for us and these projects indicate the arrival of true interactive advertising applications."

Mirada says that the interactive TV advertising application it developed and integrated for Sky Italia is compatible with 20 different types of set-top box. The company, which recently opened an office in Milan, claims to have delivered over 100 interactive TV advertising campaigns for such clients as Channel 4 and Five in the UK, and Digital+ in Spain.