Malone sees interactive cable ads

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John Malone, president-CEO, Telecommunications Inc., painted for advertisersan exciting future that will see cable TV viewers interacting withcommercials. Mr. Malone, who oversees 18 million subscribers to the nation'slargest cable company, said in three years new digital set-top boxes willallow " General Motors to run an ad and, with a touch of a button,interested viewers can arrange a test drive at a local dealership." Speakingat the annual Western Cable Show in Anaheim, Calif., Mr. Malone also said,"Madison Avenue will go nuts to tie impulse [responses] to TV."

Copyright December 1996, Crain Communications Inc.

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