Enteraction TV, which plans to launch an interactive branded teleshopping channel on Sky in the UK, has signed up BT as its first client.

BT will feature two hours of programming every day from lunchtime on the new channel, Home2, which will go to air on Sky in September. The channel will broadcast from 8am to midnight seven days a week, and will feature high street and household names taking slots from half an hour upwards.

Mark Cullen, chief executive of enteraction, said they had received a good initial response from brands and their agencies, adding “there is every indication that this type of marketing channel will prove appealing to brands who want to exploit digital media within a mall environment.”

“This is an attractive option for clients who are looking for another route to market which can elicit response from an audience,” said Robert Ditcham of agency Initiative. “It’s becoming more of a challenge to develop lasting relationships with consumers and a channel such as this offers a way for brands to sell themselves through long form programming.”

Sharing a channel provides a more cost-effective means for brands to launch a television presence. Brands will be able to negotiate special arrangements to ensure exclusivity for a period of time.

The channel will carry interactive telephony which will allow brands to respond to viewer requests as well as being used for voting and other options. The company recently acquired Red Fig, which has been integrated within the company as an interactive division, and is developing interactive response mechanisms for the channel. Red Fig provided interactive voting services for ITV’s I’m a Celebrity Get Me Out of Here, the BBC’s Great Britons and Miss World 2004.

Enteraction recently launched London TV on Sky on behalf of Visit London and also produces the Thomas Cook TV channel.