±±¾©Èü³µpk10

Gronmark will take on the role of interactive TV development director at Zip TV's new advertiser channel, Consortium4TV, which is due to launch in April.

Consortium4TV is bringing together major advertisers to develop their own interactive TV advertising channel. Consortium4TV now has 10 members, including Orange, Reckitt Benckiser, P&G, Unilever, BT and Honda, which combined account for 40% of TV spend in the UK.

At the BBC, Gronmark was responsible for the BBC's overall interactive TV strategy, the commissioning process and the production budget.

He joins Zip TV this February and will work with Consortium4TV and other Zip clients to create interactive advertising campaigns and interactive links from programmes.

According to Gronmark, while there have been a lot of interactive ads, few of them have been interesting enough to have real impact.

"Once you jump viewers into the Consortium4TV channel, you are entering the realms of broadcasting. The same rules will apply -- keeping people entertained and keeping them with the 'programme' for several minutes or even longer. My experience and learning of interactive programming at the BBC will bring real benefits to consortium advertisers," Gronmark said.

Gronmark will have a significant role at Zip, developing a closer working relationship with broadcasters and platforms. He will also work with Zip's clients to provide strategy, creative development, production, testing, broadcasting and researching of interactive advertising campaigns and programmes.

Donna Barradale, managing partner at Zip TV, said: "Having been responsible for launching more than 130 interactive programmes for the BBC, Scott has a tremendous amount of hands-on experience in getting interactive applications on air."

She added: "When we launch in April, Consortium4TV clients want creatively rich interactive applications. Scott's experience as head of interactive TV at the BBC is invaluable for this."

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .