Renault has struck a deal with Channel 4 to produce what it claims
is the first "truly interactive" ad on British TV.
Viewers will be able to interact with a Renault Clio commercial to order
a test drive or brochure without leaving the channel they are
The car-maker will be the inaugural advertiser on C4's interactive
service on the Sky platform, beginning in 2002.
The ad will be shown on Channel 4, E4 and FilmFour from January 31.
Viewers with Sky will be able to interact through their TV handsets on a
quarter-screen format, while still watching the broadcast programme.
The deal was brokered by Carat Interactive. Keith Rattray, interactive
TV director at Carat, said: "This is a breakthrough because programming
will not be disrupted, leading to much higher response rates than
The ratecard price for airing an interactive ad on C4 is £8000 for
four weeks, with an additional cost per response of between 35 and 70
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