Learndirect is extending its sponsorship of Granada's This Morning
to include an interactive TV element.
Viewers clicking through to the interactive area via a red on-screen
button will be offered information on Learndirect courses. The area will
also carry a Learn-direct logo.
Viewers will be able to interact with various parts of the show and find
out daily recipes, information on medical conditions and hobbies.
The deal was negotiated between Drum PHD and PHD IQ for Learndirect.
PHD said the agreement will be the first of many interactive deals
struck this year.
Granada Broadband has designed the interactive elements and will manage
the running of the site.
Andrea Lippett, controller of Granada Enterprises' interactive TV sales,
said: "This is a great example of a successful integrated campaign
directly targeting its key audience."
Howard Nead, director of screen strategy at PHD, added: "This is an
opportunity to test interactivity in an environment where a brand
relationship has already been established.
"The various dimensions of a show such as This Morning allied with the
added interactive enhancement will allow us to give viewers important
information about Learndirect without interrupting viewing."
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