With this first of a kind venture, advertisers will now be able to run interactive campaigns simultaneously across digital satellite (DSAT), digital terrestrial television (DTT), mobile and online through one supplier-effectively creating a 'one-stop-shop' for advertisers. As other platforms come on stream the offering can also include digital cable (DCAB) and IPTV.

The first i-Ads, for T-Mobile, played out on Freeview over the Easter weekend and means that a further 6 million Freeview homes will be able to interact with ads. It means that viewers are more likely than ever to view an ad via a set top box supporting the call for advertisers to create digital ads for a digital age.

Over the last two years, ITV has run more than 500 interactive campaigns for advertisers and this figure is already up 80% on last year for the first quarter of 2006 including high profile interactive campaigns for big brands such as Boots, Canon, Disney and BMW.

Until now, advertisers have been forced to deal with a confusing range of different suppliers to put together a fully interactive campaign, with separate systems, technology and platforms, as well as a multitude of specialist agencies. The 'one-stopshop' will allow advertisers to create integrated campaigns across all digital platforms. It can also support the latest innovations in TV technology, such as digital cable and IPTV, to enable advertisers to stay one step ahead of the technology aware modern consumer.

As part of ITV's commitment to help grow the UK advertising market, the venture will also provide commercial services for all commercial broadcasters running interactive campaigns on any channel.

Gary Digby, Managing Director of ITV Sales, said:

`Interactive campaigns are an increasingly important way of ensuring our advertisers hit their target audience. With more than 30 interactive campaigns running a month, they have become a core part of the wide range of advertising solutions we can offer to advertisers.

As the UK's largest commercial broadcaster, one of our core aims is to help grow the UK's advertising market and it's great news that the one-stop-shop approach can benefit the industry as a whole.`

Patrick Rainsford, Chief Executive Officer emuse, comments:

`We are delighted to be working with ITV during this exciting moment in the development of interactive advertising.

Today's announcement ensures significantly increased access to viewers for advertisers and an integrated solution across all platforms combating the obvious fragmentation happening in the industry.

Commercials have a more significant value when the viewer can interact with them. The venture will give the advertiser much greater efficacy and the viewer a much richer experience.

The digital era is upon us, bringing a fresh set of challenges for marketers. We are launching this independent advertising interactive platform to help advertisers navigate their way through the many complexities`

Steve Huddleston, BT's Head of Media added:

"With engagement and accountability being high priorities for all advertiser strategies, this initiative is timely and forward-thinking. Cross-platform delivery will maximise campaign exposure and return."

For further information please contact:

ITV
Hannah Bailey, ITV 0207 843 8439 / 07940 716006
Jim Godfrey, ITV 0207 843 8434 / 07876 396521
Louise Dorey, ITV Sales 020 7316 3165

emuse
Sarah Ogilvie, Fleishman Hillard 0044 297 395 7137
Kara Hanahoe, emuse 00353 86 24 64 353

Notes to Editors

ITV
ITV Sales sells television airtime and programme sponsorship on behalf of all the ITV1 regions as well as ITV2, ITV3, ITV4, Men & Motors and Irish terrestrial channel TV3. It also sells online sponsorship and digital media for ITV's online properties as well as interactive TV opportunities.

emuse
emuse technologies was founded in 1998 by serial entrepreneur Patrick Rainsford to become the premier provider of interactive services worldwide. emuse has succeeded in creating, developing, patenting and deploying those technologies and services. The company now employs over 70 people and has built a worldwide team of software, media, business and technology experts with offices in Dublin, London, Los Angeles, Sydney and Tokyo. http://www.emusetechnologies.com