The digital cable TV platforms NTL and Telewest have joined forces to enable advertisers to buy a single campaign across the entire cable industry.
NTL has appointed Flextech Sales as the exclusive advertising sales representative across its digital interactive, EPG (electronic programme guide), Internet (TV and PC) and broadband cable modem Internet platforms. Flextech Sales is a division of Flextech, the content arm of Telewest.
The combined NTL and Telewest offering for advertisers launches on July 1 and the companies claim the venture is a “first” for the UK cable industry.
The initiative follows industry speculation about the eventual merger of NTL and Telewest. However, it is understood that NTL has ruled out the possibility of a merger in the foreseeable future.
NTL managing director Stephen Carter says: “This is another example of NTL and Telewest working together and follows the success of Front Row [a pay-per-view service venture between Telewest and NTL]”.
“Cable now offers an easy-to-access, unified platform for advertisers to target.”
Telewest has announced the launch of &£25-a-month Talk Unlimited service, offering residential customers unlimited local and national calls, 24 hours a day and seven days a week.
The package includes line ren-tal and for the same price it is also possible to subscribe to 14 digital TV channels and access interactive services.
Andy Lockwood, Telewest’s former operations director of business services, has left the company to join 186k, the telecoms subsidiary of the Lattice Group, as vice-president of sales and marketing.