It's unfortunate for Annelies van den Belt that the relaunch of ITV.com, ITV's 拢20m website overhaul, clashes with the launch of the Kate Moss collection at Topshop.
Thanks to the internet though, the managing director of ITV's broadband team still manages to kit out her 13-year-old daughter in the Croydon supermodel's latest clobber.
"I scored four items from the Topshop site in three minutes. That's a good customer experience. I want everyone to leave the ITV 'store' in the same way - happy and inspired to come back," says the multi-tasking mum.
ITV.com offers a live streaming simulcast; a 30-day "click and watch" catch-up service; 20,000 hours of archive programming; a citizen journalism network and Web Lives, a daily, interactive three-minute soap.
While ITV hopes that putting versions of classic game shows online will generate income, access to the majority of content on the site is free and online advertising will be the site's main revenue spinner.
According to van den Belt, who joined ITV in January from Telegraph Media Group, the broadcaster has been working hard with media agencies to make sure it can offer brands something new.
While ads on the live stream are the same as the television offering, for the catch-up and archive services brands will be able to take advantage of in-video ads, which can take on a variety of lengths and appear at any point in the programme.
Fast-forward
And advertisers, to be announced before the site goes live in the next couple of weeks, can rest assured that while the user can fast-forward the show, they can't fast-forward the ads.
At last Tuesday's unveiling, van den Belt demonstrated an Expedia in-video ad that trailed before the catch-up of the new Stephen Fry show Kingdom. She is confident that viewers will watch these as they do normal TV spots, although the length and frequency of these ads is still being tested.
"We still need to define what the optimum time is. We're working with agencies to decide this. There's an art to planning an ad TV campaign. Agencies know exactly which brands need 20, 30 or 40 seconds - online we're not really sure yet."
At the heart of ITV's ad offerings is a server system developed in-house by ITV's technology team, led by Steve White, which can split ads into different lengths and formats.
As part of the broadcaster's Advertising Innovation Project, ITV has also been working with Omnicom trading unit OPera on ways the agency can use its brands on ITV.com's archive site - set to consist of microsite sponsorship and in-content video ads.
"There are a whole range of opportunities within ITV's site where we can fit brand microsites. Ford (an OPera client) wants to sponsor the Inspector Morse series, so we're looking at ways of creating special forwards before each episode."
ITV.com's mobile team is also looking at content distribution across mobile networks, which is expected to include a mix of clips and live streaming.
According to van den Belt, advertising on the site will be "an evolutionary process". The longer it runs and the more users register and sign up for things such as newsletters, the clearer the consumer profiles will be that help advertisers target specific consumers.
Van den Belt cautions that this type of targeting will only work for some campaigns: "We're also working with advertisers to create a 'surprise factor'. There is a bit of a Holy Grail about touting advertising. You can't assume all female users want information on beauty products."
Sponsorship opportunities
The more distribution platforms ITV can have, the greater the range of sponsorship opportunities. Consequently, van den Belt believes the brand that takes over Cadbury's sponsorship of Coronation Street will have to think hard about extending into online and mobile in a relevant and engaging way.
"You shouldn't extend into any of these platforms because you're supposed to - we need to make sure that what's delivered to the sponsor makes sense for them," she says.
ITV expects to break even with its broadband offerings by 2009 - although rivals think van den Belt has her work cut out.
Director of digital publishing at Guardian Newspapers, Simon Waldman, with whom van den Belt founded the Association of Online Publishers in 2002, warns: "With TV there are more rights issues involved, more capital and, judging by the showy press launch, huge expectations from the City."
However, Waldman does praise her entrepreneurial spirit and "ability to rally people around".
Indeed, the Dutch executive, who speaks six languages and introduced Playboy and Men's Health to a media-starved Russia, is certainly enthusiastic about the challenges ahead.
As she says: "It's about injecting entrepreneurialism into traditional media businesses to embrace new things, working with consumers and new technology partners and defining the future."
CV
2007: Managing director, ITV Broadband
2006: Director of new media, Telegraph Media Group
2005: Deputy advertising sales director, The Times and The Sunday Times
2001: Digital director, Times Newspaper Group
2000: Business development director, News International
1998: Publisher, The Moscow Times
1997: Publisher, Russian Playboy, Men's Health.