Sky Active revamps interactive TV offer

Sky has relaunched Sky Active, its interactive TV channel.

The service, accessible for free by Sky Digital's 7.4m subscribers, now features more video and original editorial content, according to the broadcaster.

The relaunch is an attempt to boost the digital platform's usability and appeal. Changes include a video-based front page with a schedule of short programmes, and a contents page.

Ian Shepherd, Sky Interactive managing director, explained: "With the launch of the new channel, Sky aims to reassert its creative leadership in interactive television, and drive increased usage and frequency among our customer base."

Sky said Sky Active already has a reach of one million users. It expects that the first results of its 20,000-strong user panel research - labelled Sky View - would give more insight on how viewers interact with their TV.

The news comes after BARB, the TV industry's audience measurement standard, said it was building its iTV capabilities.

Sky Media's head of research, Julian Dobinson, also said at a recent conference that Sky View, its new iTV panel research initiative, would "undoubtedly bring greater accountability to interactive advertising".

The programme will measure how many people enter an iTV site, how long they stay there and whether they return.

See cover story, P30.