Zip Television has reached agreement with sales house IDS to offer links from interactive advertisements on Flextech and UKTV channels to extended content hosted on Zip’s leased satellite capacity.

IDS, the sales division of Flextech Television, represents fifteen television channel brands, including LivingTV, Trouble, Bravo, Challenge, Ftn and the UKTV portfolio. They will offer advertisers the option of using interactivity using either BSkyB or Zip Television.

“Interactive TV is forming an increasingly important part of our communications strategy and it is great for the market to have alternatives,” said Jo Thomas of Reckitt Benckiser, which has booked a campaign against linear spots on Flextech and UKTV channels as part of interactive sponsorship of a programme on LivingTV.

Previously Zip had only reached agreement with Channel Four.