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Scott Gronmark, head of interactive TV programmes at the BBC, has moved to Zip TV as interactive TV development director at Consortium4TV.

The interactive ad channel currently has 10 members, who together account for 40 per cent of the TV spend in the UK.

They include BT, Honda, Orange, Procter & Gamble, Reckitt Benckiser and Unilever.

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

In his new role, Gronmark will work with Consortium4TV and other Zip clients to create interactive ad campaigns and interactive links from programmes.

Interactive TV ads allow consumers to be interactive with brand owners typically by pressing the red button on their remote control to request more information, such as a video brochure, a test drive or a product sample. So far, the biggest platform for such ads is Sky TV.

According to Gronmark, to date few interactive ads have been interesting enough to pull viewers away from programmes for more than a few moments.

"Once you jump viewers into the Consortium4TV channel, you're entering the realms of broadcasting," he said.

"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 is tasked with 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, added: "Having launched more than 130 interactive programmes for the BBC, Scott has a tremendous amount of hands-on experience in getting interactive applications on air."