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.

Ofcom: 80% of DVR Users Skip UK TVCs

Close to 78% of people in the U.K. who own digital video recording devices, or DVRs, claim to fast forward advertisements, according to new research last week from U.K. communications regulator Ofcom.

The findings suggest widespread fears that the growing use of the devices could hit advertising revenues are well-founded. Ofcom said 15% of U.K. television households now have such devices, which include Sky + and other similar products.

Big numbers, which might come as warning shock for marketers and networks locally, with Foxtel IQ, IceTV and now TiVo destined for our shores in the new year. Though, word has it Seven is already finalising million-dollar TiVo advertising deals with at least 20 big brands (yeah right), and you can bet a key concern for each of those is that ads won't be effective if TiVo users can skip through them at the press of a button. At present, DVRs are found in about 320,000 of Australia's 7.8 million homes. That number includes the 200,000+ subscribers to pay TV operator Foxtel and its IQ service.

After IceTV's triumphant Federal Court victory against Nine earlier this month, InShot plans to move ahead with Ice to explore future telescopic ad models in both its device and web-based services.