Rapid TV News has recently covered Sky's news announcement of an innovative new on demand advertising service based on the green button of the remote control.As traditional advertising revenues continue to fall it’s clear that the industry must find innovative ways to make adverts more appealing to the consumer. Initially new technology has damaged revenues as consumers tune into their favourite programmes 15 minutes late to enable them to skip the adverts by recording to their hard drive, this latest announcement is an interesting move to pull the viewer back in. The success of this type of approach will be determined by the quality of the additional content rather than the technology.
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