TF1 and Orange have just signed a partnership agreement to make TF1 advertising campaigns interactive on Orange TV. Firming up cooperation that began last autumn, a trial will be launched by the two partners at the beginning of May 2010.

TF1 viewers on Orange TV will be informed that the ad is interactive by way of a superimposed banner. By simply clicking on the Orange remote control, viewers will be able to access an interactive mini-site dedicated to the advertiser, showing following additional information will appear: product presentations, photos, demonstration videos, interviews, etc. Viewers will also be able to ask to be contacted, order documentation, receive a sample, obtain a list of sales outlets, etc. These mini-sites will help establish a new relationship between the customer and the brand, directly via the TV screen.

The agreement signed between the two partners will enable them to test this new, innovative form of expression with advertisers. Orange and TF1 have developed a simple and complete marketing offer to help get this new product up and running.
    
Based on Orange technical innovation and new developments at TF1’s master control room, these interactive features will be available to over two million households receiving TV via their Orange ADSL subscription.

Paul-François Fournier, Audience and Advertising VP at Orange, commented: "We are delighted with this agreement with TF1, a key player in the French TV market. This innovation illustrates the added value that Orange can bring in advertising by accelerating customer interactivity and involvement. Interactive advertising will enable us to offer genuine innovation to the advertising sector. Apart from this agreement, the next stage is to work with all market players and, in doing so, bring this innovation to as many TV channels and Internet operators as possible."

Benoît Louvet, Deputy Managing Director of TF1 Publicité, added: “This agreement will enable our advertisers to continue their pitch, which starts with the TV ad, by offering interaction with the viewer. They will thus convert the power of TF1 and its family audience into a qualified contact, in a one-to-one relationship. This product falls perfectly within our strategy of innovation and is part of our interactive range that was introduced to the market in October on CGV set-top boxes.
Ultimately, we aim to enrich TF1's broadcast content with interactive services for all Internet Service Providers.“