MONTREAL – Viewers of Le Reseau des Sports’ (RDS) coverage of Super Bowl XLIII will be able to click through from commercials to long form video content on demand.
Both the SD and the HD feeds of the French language telecast will be enabled with hyperlinking functionality provided by etc.tv, the companies announced. The television advertising management system uses the on demand infrastructures of digital television providers to enable viewers to hyperlink from network TV commercials to long form TV ads by a single click of their digital TV remote. Viewers can then opt in to watch the long form content at that moment, or bookmark it for future viewing. Real time tracking can then be provided to the advertiser.
“This marks another historical first for RDS and for television”, said Michel Gagnon, vice-president sales of marketing for RDS in the press release. “The Super Bowl is an important jewel in our crown of major sporting events. We are excited to be the first network to offer etc.tv telescoping solution to advertisers during the NFL season’s biggest game.”
Super Bowl XLIII will be held on February 1, 2009 in Tampa Bay, Florida. RDS also said that they will use the technology in their coverage of Montreal Canadiens’ hockey, the Stanley Cup playoffs, the NHL All Star Game and the World Series.
