Two Way TV switches media from Equinox to Optimedia

Two Way TV, the interactive TV service, has moved its media buying and planning from Equinox Communications to Optimedia. The account follows Simon Mathews, who moved from Equinox to become managing director of Optimedia.

The TV service, which claims to have a 15m marketing budget for a national launch next year, has used Equinox for strategic marketing advice. Zenith, Equinox’s parent, is said to be unhappy that it is losing the business before its media spend even begins.

A Two Way TV insider says: “We had a ‘key man’ agreement with Equinox based on Simon. Ultimately, we will spend a lot of money. There will be a low-key launch in the autumn and a big bang next spring.”

The creative account, with Saatchi & Saatchi, is unaffected.

Through a set-top box, Two Way TV allows viewers to answer questions on quiz shows and access data about programmes using on-screen graphics. It has signed a deal with BSkyB to provide football information and another with Ladbrokes to begin in-home betting, if legalised.

It has already begun trials in Birmingham where Allied Domecq used the system to test the launch of a fictitious new iced-tea product, Cosmic Twist.