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Ntl And Telewest Use 24/7 Real Media

Staff Writer
Published: 2004-09-28

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ntl and Telewest have both agreed to use 24/7 Real Media as their exclusive ad sales representative and have selected 24/7 Real Media's Open AdStream Central as the ad serving solution for campaigns directed to their digital TV subscribers that access interactive media.

More than 2.4 million people subscribe to digital television services through ntl and Telewest cable operations, which enables them to play games, place bets and shop online as well as read news and chat through their television sets. Under the terms of the agreement, 24/7 Real Media will sell and serve the ads to these digital TV subscribers. The agreements are aimed at increasing advertising revenues as well as enhancing content for viewers.

24/7 Real Media's Open AdStream Central will set up, deliver and maintain the companies' ad campaigns. Open AdStream has extensive reporting functionality. ntl and Telewest can use the reporting to measure the success of individual campaigns.

"We already have a long-standing relationship with 24/7 Real Media," said Ashley Grossman, head of advertising at ntl. "We have been using Open AdStream for some time and we are excited to extend our relationship to incorporate ad sales for our DTV initiatives. We are confident that 24/7 Real Media is the right company to unlock the potential that exists for advertisers," he added.

Richard Guest, manager of Premium TV services at Telewest, "Having reached critical mass, there's a real opportunity to grow the advertising business on digital cable TV. The deal with 24/7 Real Media is a natural extension to the existing technology relationship and leverages 24/7 Real Media's muscle in online sales."

"As the publishing world comes up with new media platforms, it is up to companies such as 24/7 Real Media to be in the vanguard of innovation," said Tim Brown, UK managing director at 24/7 Real Media. "Digital cable TV market is a fast growing market with a huge potential exclusive audience for advertisers to target."

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