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Television viewers who like to fast-forward through advertising breaks may want to look away now. ITV is developing a new form of unavoidable advertisement that can be embedded in television programmes.
The new technology, which is known as “automatically placed overlay advertising”, uses complex computer algorithms to find clear space, such as blue sky or blank walls, in video footage in which to display logos or messages.
The technology, which was developed for ITV by Keystream, a Californian company, is currently being tested in news footage on the broadcaster’s ITV Local website. If it is well received, and if regulations permit it, ITV hopes to transfer it to the television screen.
They need to look at where they are wasting money ..if they wish to survive ..
I'd also be amazed if the UK regulators would let it run ( then again given that they backed off BT over the phorm issue in the sight of all that money that they imagine it will bring to ex regulators who may morph in telecom execs when they change jobs )..
This kind of thing was being talked about years ago when I worked in TV and adverstising .( inserts of ads along the bottom "à la ticker" .we all dismissed it as non viable due to ethical considerations and to the way it skated on the thin ice over the subliminal ads ( illegal ) issue in UK issues ..
If the UK government allows it then the EU will justifiably kill it on behalf of the UK citizens ..
Imagine ..your company's B+M building is shown on screen during an item ..say on a new process you have or maybe an industrial dispute or whatever ..and in the ( sky / backgound ) "freespace" ..is an ad for your competitor ..
It will take at least another 10 years before the public would accept this idea ..and it would still be a moronic one ..ITV needs to sack their board ..then weed out all those their board employed with no talent ( wether in front of or behind the cameras ) by virtue of "who they knew"..then lose the phone numbers and email addys of the clowns who thought this idea would save them ..
And then break the outfit into autonomous regional broadcasters ..with an ITN ( old style ) news feed to them all at prime times ..