Miniweb, the Interactive Service Provider that is enabling interactivity and targeted, web-style advertising on the TV, has confirmed the commercial availability of TV Keys, a new interactive TV service. TV Keys bridge the gap between the interactivity and targeting of the web and the ease of use and reach of TV, to deliver a measurable advertising platform.

Companies are able to use a TV Key, a distinctive icon that incorporates brand names, words or phrases, to provide a memorable trigger for viewers to connect and engage with web-style content on TV Sites, delivered directly to the TV, rather than a PC.

The TV Key can be included in broadcast video or printed media just like a web site address so consumers can simply enter the TV Key with their TV remote control at any time to interact with the content or service.

"By combining web-style measurement and targeting with the high impact of television, Miniweb's TV Keys enable companies to make the most of their advertising and marketing budgets. The launch of our TV Keys service into 9 million UK Sky homes means that interactive TV is now an important and viable part of the marketing mix," said Andrew Noble, Marketing Director, Miniweb Interactive.

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