Press Red will be a standalone, independent agency providing the technology to make interactive ads and the ability to deliver interactive TV.
"In five years, all TV ads will have an interactive component, and non-interactive ads will be as rare and quaint as black-and-white TV ads are today," said Alex Czajkowski, co-founder of Press Red and marketing director of Armada.
He said that the challenge at Press Red would be to create a business that "can generate revenues now, while positioning for that inevitability".
The purpose of Press Red is to allow advertisers to make their TV ads interactive cost-effectively, without a huge, up-front investment.
Terms of the investment were not revealed, but Joe McManus, CEO of Armada, said the aim was to have "immediate revenue streams and quickly build a self-sustaining business". Press Red has a package including incubation space and support, consulting support and cash, to take it to the first quarter of 2002.
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