Hungary start-up unveils new ad invention

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BUDAPEST - Business associates of Hungary's television shopping network, TV Shop Kft., are joining forces to start a new advertising agency called 3 PonT.

The television shopping network is one of the few companies in Hungary with any experience in direct response television advertising. Among the three partners in the new agency are TV Shop's Managing Director Arpad Buranyi and the head of the call center Telemedia, a TV Shop subcontractor.

But 3 Points' first campaign starting this week is not airing on television. The agency holds the rights to a Hungarian invention called Prizmaflex which reflects rays of light through advertising placards attached to fluorescent lighting. Buranyi says the agency plans to place these prisms on light fixtures in 30 Budapest subway stations. Currently, daily newspaper Magyar Hirlap is featured on 50-inch-signs attached to lighting in one of Budapest's heaviest trafficked subway stations. Buranyi claims Prizmaflex ads have the potential of being seen four million times a day according to subway traffic statistics.

Copyright November 1996, Crain Communications Inc.

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