Jörn Krieger ©RapidTVNews | 29-08-2011

German TV group ProSiebenSat.1 wants to offer its advertising clients the opportunity to have interactive commercials from autumn 2011.

The first trial will launch at the consumer electronics fair IFA which commences on 2 September 2011 in Berlin, in conjunction with car manufacturer Volkswagen and research institute Fraunhofer.

The interactive function, which is based on multimedia standard HbbTV, will be part of a Volkswagen commercial broadcast on free-to-air TV channel ProSieben. If the viewer presses the red button on the remote control during the spot, then a special multimedia page will appear on the TV screen on which the viewer can design a customised car model, arrange a test drive or post contact details to obtain further information.

To use the service, an HbbTV-compliant hybrid TV set or set-top-box with internet access will be required. The showcase can be seen at the Fraunhofer Fokus booth in IFA hall 11.1.