A high profile panel of speakers will meet at a London conference to discuss the changes and challenges presented by interactive advertising and enhanced television.

Among the topics to be discussed will be new forms of television advertising, the impact of personal video recorders that let viewers skip commercials, and the role of new revenue streams provided by enhanced television formats that enable viewers to participate in programmes.

The two-day interactive TV event takes place on 28-29 September 2004 at the CBI conference centre at Centre Point in London.

The conference is supported by leading industry organisations including the DMA, DTG, IAA, IPA, IAB, ITA, PGA and PACT.

“Many broadcasters, programme producers, advertisers and advertising agencies still do not know the potential interactivity offers,” according to Anders Hackfelt, managing director of mobile marketing company Mindmatics. “Events such as the Interactive TV Advertising and Enhanced TV conference provide a necessary and valuable opportunity for all parties to network and learn from each other.”

Jean de Fougerolles, chief executive of Two Way TV, also welcomed the opportunity for advertisers, broadcasters, creatives and technologists to meet, saying “This conference is a great opportunity for iTV companies like Two Way TV to share their experience with interactive advertisers.” He will talk about Two Way TV’s experience with games and synchronised programming, and how advertisers can look beyond simple direct response interactive advertising.

Interactive advertising
The first day will provide an overview of interactive television advertising, bringing together the interests of advertisers, agencies, broadcasters and platform operators, including case studies of successful campaigns.

Among the speakers will be Robert Leach, Head of Interactive Services at Sky Interactive and Peter Birch, Head of Interactive TV at ITV. Andrew Howells of the ZIP TV consortium will be talking about their interactive advertising initiative. Also on the agenda will be the potential impact of home digital video recorders on the television advertising industry.

Enhanced television
The second day will look at how interactive television can enhance programmes and provide additional revenue streams and build audience loyalty by engaging viewers directly in programmes.

Emma Somerville, Head of Interactive Programming at the BBC will look at what makes a successful enhanced service, joined by representatives from other major broadcasters and producers currently using interactivity.

Leading speakers
The speaker line up includes representatives from major players in the market. Representing the advertising industry will be speakers from Publicis, the COI, HSBC, Peugeot, Reckitt Benkeiser, IDS, Weapon 7 and Zip TV. Broadcasters and programme producers will be represented by the BBC, ITV, Sky, MTV, Discovery, Turner, Celador, Endemol and RTL. Also represented will be Chello Media, YooMedia, Mindmatics, PlayJam and Two Way TV among others, including informitv.