Carlton Communication has rebranded its internet arm as Carlton
Interactive in a move to reflect its intentions to develop non-web
ventures such as WAP and interactive television.
The rebranding comes on the heels of a set of strategic announcements
that will see Carlton expand its interactive operations. Included as
part of these expansion plans was the formation of a joint venture with
the supermarket group Sainsbury’s.
The two companies plan to bring together Carlton’s digital TV channel,
Carlton Food Network, its SimplyFood.co.uk website and Sainsbury’s
website to create a definitive food and drink portal.
They also plan to invest pounds 25 million each into the venture over a
four-year period.
Rupert Miles, Carlton Interactive’s chief executive, said: ’Carlton
Interactive will concentrate on three core areas: entertainment, food
and third-party investments. The rebranding highlights our concerted aim
to provide and distribute digital content on every available
platform.’
In addition to the deal with Sainsbury’s, Carlton has also recently
announced a joint venture with WH Smith. The cross-promotional deal will
link Carlton’s sites, which includes its entertainment site Jamba and
the film site Popcorn, with WH Smith’s e-commerce operations.
The rebranding of Carlton online is unrelated to Carlton Television’s
recent rebranding of its new-media unit as Carlton Active.
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