The five leading commercial broadcasters in the UK are understood to be planning to establish a trade body to promote interactive television advertising.

ITV, Channel 4, five, Sky and sales house IDS intend to work together to promote interactive enhancements to agencies and advertisers, according to the trade weekly New Media Age.

There is an ambition to conduct regular research into red-button activity and create standardised measurements to demonstrate the effectiveness of the medium.

The initiative has been welcomed by agencies. Toby Hack, head of iTV at OMDtvi, is quoted as saying that “anything that educates clients in the benefits of iTV advertising will be highly instrumental to increasing revenue”.