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Scott Gronmark, Head of interactive TV programmes at the BBC, is to join Zip Television (Zip TV). Gronmark will act as Zip TV’s Interactive TV Development Director for their advertiser channel, Consortium4TV. The channel is expected to go live in April this year.
Gronmark was responsible for the BBC’s overall interactive TV strategy, the commissioning process, and the production budget. He is widely acknowledged as creating and leading the most successful Interactive TV operation in world broadcasting. He joins Zip TV this February and will work with Consortium4TV and other Zip clients to create interactive advertising campaigns and interactive links from programmes.
According to Gronmark, whilst there have been a lot of interactive ads, few of them have been interesting enough to have real impact. “Once you jump viewers into the Consortium4TV channel, you are entering the realms of broadcasting. The same rules will apply - keeping people entertained and keeping them with the ‘programme’ for several minutes or even longer. My experience and learning of interactive programming at the BBC will bring real benefits to consortium advertisers.”
Gronmark will have a significant role at Zip, providing a closer working relationship with broadcasters and platforms. He will also work with Zip’s clients to provide strategy, creative development, production, testing, broadcasting and researching of interactive advertising campaigns and programmes.
Donna Barradale, Managing Partner at Zip TV comments: “Having been responsible for launching over 130 interactive programmes for the BBC, Scott has a tremendous amount of hands on experience in getting interactive applications on air.
“When we launch in April, Consortium4TV clients want creatively rich interactive applications. Scott's experience as Head of Interactive TV at the BBC is invaluable for this.”
Consortium4TV now has 10 members who together account for 40% of the TV spend in the UK. Members include Orange, Reckitt Benckiser, P&G, Unilever, BT and Honda.
Gronmark will also be working with Digital Public and will write regularly for Lovelace Media Ltd’s “The Morning Briefing” under his own interactive TV consultancy, Scott Gronmark Associates.
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About Zip Television
Zip Television is a specialist independent interactive television company. The company’s aim is to help shape the future of interactive television by developing new products and services that benefit its clients and support the growth of this new industry.
Zip TV has a detailed working knowledge of the iTV landscape in the UK working closely with the major broadcasters and digital platforms. The team’s skills are founded on years of interactive media and creative experience combined with data planning and analysis.
Zip TV has launched Consortium4TV. The initiative sees major advertisers join forces to develop their own interactive TV advertising channel. Advertisers will take an active role in the development of this industry and Consortium4TV will help members exploit some of the thinking and production values they encompass in new interactive advertising campaigns. Members include Orange, Reckitt Benckiser, P&G, Unilever, BT and Honda.
Zip TV work with the DMA’s iTV council developing best practice guidelines for the industry and have produced the renowned industry report, ‘Interactive TV: Coming of age’.
Published on: 12:00AM on 30th January 2004