Videotron and are planning to develop interactive advertising on the Videotron digital cable television system in Quebec.

“Reaching and holding consumer attention is one of the major challenges confronting advertisers in the evolving digital television environment,” said Robert Depatie, president and chief executive officer of Videotron. “ leverages the unique video on demand capability of our two-way digital network to allow viewers to link from thirty second commercials directly to long form television advertising content.”

Today’s announcement signals the beginning of a new era in television advertising in Canada,” commented Mark Sherman, president of “We are ushering in a new era in which the consumer is increasingly in control of both entertainment and advertising consumption.”

Videotron serves 1,450,000 cable television customers in Quebec. The network was developed by the Media Experts iTV Lab. Media Experts, Canada’s tenth largest Media buying company, created the iTV Lab in understand, explore, and experiment in interactive television.