Open signs first joint venture deal

- Open, the interactive TV service due to be launched on Sky Digital this autumn, has struck its first joint venture deal with a content provider.

The agreement with the edison Interactive Group provides Open with a sports merchandising retail partner in which it has an equity stake and a seat on the board.

James Ackerman, chief executive officer, at Open, said: "We chose edison as our first joint venture because it has a fantastic commercial and consumer reputation as well as great potential. Buying sports goods over the TV will be very popular with our customers."

At the same time, edison has been appointed by Talk Radio to help it develop Talk Sport the radio station's sports focused online radio station.

The two wins come as edison is relaunched following the merger of the digital consultancy with e-commerce firm, Ego Commerce.

Edward Goff, managing director, of edison Interactive Group, said: "edison Interactive Group was formed to address the growing need for a one-stop shop for new media solutions and combines the e-commerce expertise of Ego with edison Interactive's wealth of consultancy and marketing experience."

This article was first published on Campaign