Media Edge pursues interactive TV

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Media Edge, the media arm of Young & Rubicam, New York, is partnering with ACTV, an "individualized TV'' software manufacturer, to create addressable, interactive digital TV advertising. ACTV's software is built into Motorola cable boxes and can be activated by request. ACTV isn't a recording device like TiVo or Replay, a company spokesman said, but it allows viewers to customize shows, such as determining camera angles, and interact with advertising. Media Edge will work with Digital ADCO, a subsidiary of ACTV, to develop a service called Spot On, in which advertising will be delivered to homes based on the general demographic profile of a region, or through a more specific profile created when viewers interact with advertising. Unlike TiVo or Replay, the service can't delete advertising. ACTV is funded by Liberty Digital and Motorola's Broadband Communications Sector.

Copyright April 2000, Crain Communications Inc.

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