The TUESDAY INTERVIEW: Telescopic ads, with Mark Sherman, president, etc.tv

IT’S BEEN A LONG TIME coming, but Canada’s etc.tv appears ready for prime time. The company’s platform lets viewers use their TV remotes to “telescope” into long form advertising content from a standard 30-second ad if they wish – and since its launch on Videotron’s illico digital cable network a year ago, has proven very successful said etc.tv president Mark Sherman. Sherman, the founder of media services company Media Experts, created etc.tv in 2001 and the concept was further developed and pushed hard by vice-president and general manager Ian Maclean. The platform is the first-to-market "Telescopic Television Advertising" model and...