World-Gate Communications, Bensalem, Pa., said Kraft Foods, General Motors Corp., Sprint Corp. and Warner-Lambert Co. will participate in a study starting July 28 on the impact of WorldGate's Channel HyperLinking technology. Channel HyperLinking lets viewers establish an interactive connection to the Web site associated with the TV program or commercial they're watching. Advertisers can create interactive events, banners and other promotions within the WorldGate TV navigation pages that speak directly to an individual consumer. In the study, Nielsen Media Research will measure consumer response over a three-month period and gather information from 1,000 cable TV households in Massillon, Ohio. The research will provide demographic information detailing viewer reaction to the technology and how it affects viewing patterns.
Copyright July 1999, Crain Communications Inc.