Carlton and Granada sign up for WebTV interactive TV trial

- Carlton Communications and Granada Media are to take part in an extensive interactive TV trial in London and Liverpool with Microsoft's interactive TV service, WebTV Networks.

The trial will include programmes from Granada, such as Coronation Street, Emmerdale and Blind Date, while Carlton has confirmed London Bridge, Good Stuff, and Bill Bryson's Notes from a Small Island.

Both Granada and Carlton Online will produce interactive content for the trail, which builds on an announcement earlier this year when WebTV signed a deal with the BBC to provide internet access via standard televisions to UK consumers.

In the latest trial, which is to start before Christmas, Carlton and Granada will provide Interactive Television Links within their regular programming schedules.

These links, developed by WebTV, are represented on screen by interactive "i" flags and inform the viewer when WebTV content about the programme they are watching is available. The 'i' content is accessed through the WebTV console which displays internet-like pages on the viewer's TV screen.

Carol Dukes, managing director, Carlton Online, said: "Linking television with the Internet presents huge opportunities for us. This trial comes at the perfect time to test consumer demand for all the potential that interactive television can offer".

This article was first published on Campaign