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Sky and D&AD launch interactive TV award.(Sky Interactive Ltd)(Brief Article)
D&AD is to launch a new category into its award scheme as part of a drive to improve creative standards within interactive TV advertising.
The new category will include three sub-sections - interactive advertising, interactive services and enhanced television - in order to recognise the breadth of marketing activity within the interactive TV sector. A jury of creatives will judge the winners over a period of four rounds.
The decision to introduce the new category follows research undertaken by D&AD in partnership with Sky Interactive. The two organisations have teamed up in an attempt to encourage the creative community to make better use of the young medium.
In a future initiative, Sky and D&AD will invite creative agencies to participate in three focus groups, which will act as forums at which the future direction of the medium can be debated.
Jon ...
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