BT Vision is to trial a new service that will allow customers to download free movies from its web-based download store in return for watching targeted advertisements. The service is available to all of the UK’s 14 million broadband customers, regardless of which ISP they use.
The collaboration between Hiro Media, Intel Corporation and FremantleMedia Enterprises involves three titles; Mischief Night, Played and The Punk Rock Movie. Viewers will be invited to download free video software from Hiro, which has developed the ad-supported video download technology. They will then be asked to provide anonymous demographic information allowing the software to select adverts dynamically that are most suited to the answers provided.
Once downloaded the movies will be available for viewing for a period of 28 days. They can also been forwarded to friends by email, who will be able to view them on the same terms.
The commercials will appear during natural breaks in the films and include adverts provided by isobar, the digital advertising agency, from the RAC, Norwich Union and the Territorial Army.