12th June 2006: ITV and emuse absolutely's first Freeview interactive advertising campaign run on behalf of T-Mobile has seen excellent results, with an unprecedented 9-10% of viewers choosing to press the red button during the advert to find out more. The interactive campaign was also seen by over a quarter of the available Freeview audience.

The T-Mobile ad was the first to benefit from ITV and emuse absolutely's new interactive ad initiative, which launched on April 19th. For the first time advertisers can now target almost 7m Freeview homes alongside the existing 8.4m digital satellite homes that are already interactive - effectively doubling the available target audience for red button advertising and providing a potential target audience of over 15m households.

Peter Birch, Head of Interactive Sales at ITV, said: `This is a fantastic result for TMobile - it proves that a Freeview viewer is receptive to interactive ad campaigns. The ability to run creative over all digital broadcast platforms simultaneously cuts down on hassle and time whilst providing a significant boost to the available audience. We are increasing our ability to deliver ad solutions that embrace converging technologies which add real value to traditional spot airtime. Most importantly, interactive ads on Freeview are not just limited to ITV airtime, this is open to all broadcasters.`

The application, developed by emuse absolutely, with creative by the specialist interactive TV agency Weapon7, supported the newly launched Flext tariff and was consistent in style to the application that was deployed on the SkyDigital platform.

Rhys Mclachlan, from T-Mobile's Media agency, Mediacom, said: `The development of DTT interactivity has, at a single stroke, nearly doubled the market size, there are now more interactive homes than non-interactive homes, which is fantastic news for this medium.`

`We are delighted to see that these figures are very substantially higher than would be expected for an interactive campaign` says Patrick Rainsford CEO emuse absolutely. `These results prove that interactive advertising can out-perform all other media when a campaign is well executed. We look forward to running many more high profile applications across multiple channels on both DSat and DTT in the future`

Over the last two years, ITV has run more than 500 interactive campaigns for advertisers and this figure is already up 80% on last year for the first quarter of 2006 including high profile interactive campaigns for big brands such as Boots, Canon, Disney and BMW.

ITV Sales sells television airtime and programme sponsorship on behalf of all the ITV1 regions as well as ITV2, ITV3, ITV4, Men & Motors and Irish terrestrial channel TV3. It also sells online sponsorship and digital media for ITV's online properties as well as interactive TV and mobile opportunities.

For further information please contact:

ITV Sales Press Office
Louise Dorey 020 7316 3165 / 07887 735433
louise.dorey@itv.com
www.itvsales.com

emuse
emuse technologies was founded in 1998 by serial entrepreneur Patrick Rainsford to become the premier provider of interactive services worldwide. emuse has succeeded in creating, developing, patenting and deploying those technologies and services. The company now employs over 70 people and has built a worldwide team of software, media, business and technology experts with offices in Dublin, London, Los Angeles, Sydney and Tokyo. http://www.emusetechnologies.com

For further information please contact:

Sarah Ogilvie, Fleishman Hillard 0044 297 395 7137
Kara Hanahoe, emuse 00353 86 24 64 353