Dell, Sony, Sprint to test interactive TV spots on the Web

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Progressive Networks is bringing interactive TV commercials to the Web. Kicking off its commercial Webcast plans Monday, Progressive has signed at least five charter advertisers: Dell Computer Corp., The Gap, General Motors Corp.'s Buick division, Sony Electronics and Sprint Corp.

Initially, sponsors will run recycled TV commercials between RealVideo programs accessible from Progressive's Web site.

Progressive created the Web's popular RealAudio standard for streaming audio, and it launched RealVideo in February in hopes of setting the standard.

For more on this story see the full article in INTERACTIVE.

Copyright June 1997, Crain Communications Inc.

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