February 25, 2008

Foxtel Pushes EPG Advertising

It's good to see Aussie pay-tv provider Foxtel advancing into EPG advertising. The network announced last week it will market its electronic program guide (EPG) as a premium advertising medium as soon as it moves to a HD set top box and new EPG service that will include re-transmission of the Seven free to air network. Which is kind of puzzling given Seven's Engin joint venture stake with TiVo. Our bird at Seven can't tell us anymore on the rollout, so we'll just have to wait.

Like TiVo and BskyB's early attempts at EPG branding, Foxtel's EPG unit led by Patrick Delany will create a new, advertiser-only space on its EPG that will house long-form entertainment content for brands.

Opt-in branded water-marked logos will enable a viewer to request sponsor information or pause a program to access long-form advertising content by pushing the red button on their remote control.

The data trail and analytics of its customers will ensure contextual and targeted advertising in the EPG.

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