Scots use interactive TV to fight anti-social behaviour

The Scottish Executive has teamed up with interactive TV firm Emuse Absolutely to inform viewers about anti-social behaviour. 

The campaign invites viewers to press red for more information about Scottish local councils' powers to tackle anti-social activity from graffiti to noise pollution.

The campaign will be broadcast in Scottish ITV regions over the next four weeks, across Sky digital satellite and Freeview digital terrestrial platforms. 

"We are delighted to see an organisation such as the Scottish Executive advertising in this way," said Emuse Absolutely chief executive Patrick Rainsford in a statement.
"Emuse Absolutely offers the advertiser the option of advertising across all platforms, and the Scottish Executive has chosen to take advantage of this offering with a view to running a maximum-impact campaign."

Peter Manten, interactive sales manager at ITV, said: " Running via Emuse Absolutely has meant that we have effectively doubled the interactive universe by delivering [interactive content] through an additional 6.8 million Freeview boxes." 

Emuse Absolutely's work for the Scottish Executive follows the success of its first Freeview interactive advertising campaign for T-Mobile.

That campaign was seen by over a quarter of the available Freeview audience, and saw an unprecedented 10 per cent of viewers pressing red during the advert to find out more.