Interactive television software company Emuse Technologies has signed a deal with the main commercial broadcaster in the UK to provide an independent interactive advertising platform across satellite, terrestrial, mobile and online services.

Under the banner of Absolutely Media, the five-year deal aims to provide a one-stop-shop for advertisers to deliver integrated interactive campaigns across all digital television platforms, although cable is currently not supported.

The first campaign, for T-Mobile, played out on Freeview digital terrestrial television over the Easter weekend.

Over the last two years, ITV has run more than 500 interactive campaigns, but it has been difficult for advertisers to address multiple digital television platforms.

Gary Digby, managing director of ITV Sales, said interactive campaigns have become a core part of the services they can offer advertisers. “As the UK’s largest commercial broadcaster, one of our core aims is to help grow the UK’s advertising market and it’s great news that the one-stop-shop approach can benefit the industry as a whole,” he said.

Patrick Rainsford, chief executive of Emuse, said an integrated solution addressed the fragmentation that characterized the industry. “We are launching this independent advertising interactive platform to help advertisers navigate their way through the many complexities,” he said.

Digital cable and IPTV services will also be supported in the future.

“With engagement and accountability being high priorities for all advertiser strategies, this initiative is timely and forward-thinking,” said Steve Huddleston, BT’s Head of Media. “Cross-platform delivery will maximise campaign exposure and return.”

BT will provide a broadband and broadcast hybrid set-top box towards the end of the year that will offer a high-speed return path for digital terrestrial television, increasing the opportunities for interactive advertising.