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ITV pop-up ads that can appear DURING shows
1 Oct 2008Television viewers may soon be unable to avoid adverts during their favourite shows as ITV develops plans for "pop-up" commercials.
New computer technology is able to find clear space on the screen in which to flash up logos or messages - meaning ITV will not have to wait until the commercial break to advertise.
The technique is being tested in news footage on the ITV Local website. If successful, it could be introduced to mainstream programmes.
The technology, called "automatically placed overlay advertising ", uses computer algorithms to search for the space on video footage, such as blue sky or blank walls. Simon Fell, ITV's head of future technology, said: "There's a lot of potential.
"But obviously you won't be seeing one of these appearing at a crunch point in a drama." Companies already taking part in the trial include uswitch.com, the price comparison website, and Freesat, the digital satellite service. Their logos appear in the background of some videos on the ITV Local website.
The technology could also allow viewers to click on the logo to visit the advertiser's website via set-top boxes with internet access. This is an area advertisers want to exploit.
But any plans to introduce the technology to television screens could face tough opposition from regulators. Broadcasting watchdog Ofcom and the Advertising Standards Authority suggested it was difficult to see how it would fit with current regulations.
Subliminal advertising is also banned on British television.
Reader views (16)
Of all the terrestrial channels ITV is by far the worst in terms of the programmes it shows. In a typical week I'm lucky if I watch 2 ITV programmes, its output is so poor. If these adverts appear DURING an ITV programme I will have no hesitation in changing channels. Believe me, it's no loss whatsoever. It's a channel already heading for oblivion and this move can only hasten its demise.
- Paul Wilson, London, UK, 02/10/2008 09:33
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I can just imagine a nice Merchant Ivory film, stunning cinematography with a masive, brooding sky - with a dirt great ad for KFC splattered across it?? I think not, than you.
- Paul, London, 02/10/2008 09:08
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Utterly disrespectful to the writers, actors, and audience. Corporate graffiti. The very fact that this appalling idea was nurtured by those in charge is a disgrace. Drop it now, preferably in a furnace.
- John, London, 02/10/2008 03:07
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Just when we thought we'd got it cracked with a Sky plus box. We watch TV a couple of hours after transmission just so we can zap the ads. Ah well same old Britain "Find out what the natives enjoy Carruthers and stop them doing it".
- Michael, brightlingsea england, 01/10/2008 22:16
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Does anyone really watch ITV anyway, it's output is
appalling.
- Tony, London, Europe, 01/10/2008 17:23
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I suggest ITV stops shrinking the end credits on their programs and forgets this daft idea while they still have some viewers.
- Vince London, West London, 01/10/2008 16:42
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I rarely watch ITV as the programming is poor and certainly if the adverts get any longer there won't be room for endless tripe they transmit. If they are struggling maybe it is the programmes to blame. Advertisers take note you can only sell to me if I watch the programme. So you are not selling to me.
With any lack ITV will have be nationalised and the adverts will disappear long with the low IQ programmes.
- Mary, Hornchurch, Essex, 01/10/2008 16:40
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I'm already annoyed by the recent practice of a pop-up showing what's on next whilst the credits are rolling up. If you want to see an actor's name or the location of a film, you are thwarted by this incessant annoying pop-up culture.
I rarely watch ITV, mainly because of the quality (or lack there of) of programming, but also due to the all too frequent and poorly made adverts. If ITV starts pop-ups during programmes as well, they will lose me altogether as a viewer.
I agree with Tobin about paying to watch TV, not adverts. Incidentally, there are some media websites which use pop-ups and scrolling adds on their news pages. This is also very annoying. Evening Standard - take note!
- Tim, Bracknell, Berkshire, 01/10/2008 15:34
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I already find the number and length of adverts on commercial TV too much. I will refuse to watch any in future if this idea is implemented. To companies who buy TV advertising space I'd say you don't need so much time. The longer the advert the more you irritate me...if I can remember seeing your ad it means I will avoid your product/service.
- Nora, London, UK, 01/10/2008 15:31
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And apparently ITV are struggling currently to gain audiences? That will really help the viewing figures.
I currently switch over or of during ads and would have no problem doing so during a programme.
This is the same ITV who unfortunately manage to get coverage of the Rugby Union World Cup every 4 years. In the meantime never showing rugby union at all. I remember the World Cup just gone when England had kicked of to start the game and they went directly to adverts.
Nice one, forget completely about what you are supposed to be doing in the first place.
- Frank, Home Counties, England., 01/10/2008 14:28
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You have got to be joking! Station logos and little scrolling bits of text telling you what's on next are bad enough. I hope to god that the program makers would strongly object to this sort of gross intrusion.
- Andy, Sheffield, 01/10/2008 14:16
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Lindsay is a girls name
- Lindsay Notagirl, Newcastle, 01/10/2008 14:15
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Encouraging the big switch off.The best way to put themselves out of business I would say!
- Gwaddilove, london,ENGLAND, 01/10/2008 13:57
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This is an extremely bad idea. Having a logo pop up even in the dead space will be annoying in the extreme.
I pay to watch TV, not adverts.
Also, having had annoying voice overs added to the climatic moments of programmes and films, I'm not convinced that the logos will remain in the dead space.
- Tobin, Andover, 01/10/2008 13:29
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Under no circumstances can this be allowed to happen. Viewers will not tolerate distraction, and I'm damn sure that the producers of the affected programmes won't tolerate it either.
- John, Bedford, 01/10/2008 13:26
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Listen up ITV - if you do this I will never watch another of your programmes again... ever. And I can guarantee neither will thousands of other people.
- Louise, London, 01/10/2008 13:19
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