Channel Five has reached a non-exclusive agreement with Zip Television to allow viewers to jump from commercials on the channel to Zip’s advertising streams. It follows agreement with Flextech sales house IDS and Channel Four, leaving ITV still to sign up to the service.

Damon Letzer, interactive business controller at Channel Five, said: “We want to offer advertisers more than the customary interactive advert. We will be looking at exploiting further opportunities to interact with the viewer and Zip allows us the creative breadth and bandwidth to examine this new potential.”

“We have carefully planned our interactive strategy to give advertisers a variety of ways to develop dialogue with their customers. It has always been our intention to work with Zip Television and we have moved fast to make sure we can make the most of the opportunity Zip presents.”

Donna Barradale of Zip said: “They have a really intelligent approach to interactive TV that will mean we can look at a great deal more creative experimentation alongside joint research initiatives.”

Zip Television is currently running a campaign for Honda that allows viewers to record their own voices and hear them within the interactive commercial on a daily basis.