UK retailers go interactive

British Interactive Broadcasting (BIB) has added Dixons, Argos and Somerfield to the list of retailers selling over its forthcoming interactive TV service, called Open.

A spokesman for BSkyB - which holds a 32.5 per cent stake in BIB - described the channel as "a walled garden of services" which will be more secure than the Internet, with all data being encrypted before transmission. "Because of the proprietary domain, it is only open to subscribers, companies involved and advertisers," he added.

The BSkyB spokesman said the idea behind the scheme is to get users to "impulse-buy". When an advert appears, interested viewers can click on an icon to call up relevant data. The service will start with 64Mbps of transmission capacity on two transponders of an Astra satellite.

The subscription-free channel, which is also backed by BT, HSBC Midland Bank and Panasonic, will be introduced step-by-step to Sky Digital subscribers in the spring with a full roll out by the autumn.

Customers will also be able to access email, banking and information services.

Other companies already signed up to Open include Woolworths, Great Universal Stores and Iceland. Advertisers include Unilever, Ford Motors and Coca-Cola.