Open University backs iTV with second cable ad push

New Media Age, May, 2003 by Jonathan Webdale

The Open University has returned to interactive TV a year after its first flirtation with the medium, launching a marketing campaign on a significantly greater scale.

The OU's iTV recruitment drive kicked off earlier this month and runs till the end of November on digital cable platforms NTL and Telewest. This is more than twice the length of OU's first iTV campaign last year (NMA 23 May 2002).

OU advertising manager Jane Faulkener said she was "staggered" by the success of the 2002 campaign, and this confidence was now reflected in a greater commitment to iTV.

"Last year was about dipping our toes in the water and testing the medium and this year we've decided to extend our campaign because the first was so successful," she said. "We're expecting...