London, Oct 1 : With advertisers finding it increasingly difficult to capture the attention of consumers during programme breaks, ITV is developing a new technology that may address the issue.
While watching their favourite programmes, television viewers usually like to fast-forward through advertising breaks.
Now, ITV is developing a new form of unavoidable advertisement that can be embedded in television programmes.
The new technology, developed for ITV by Keystream, a Californian company, uses complex computer algorithms to find clear space, such as blue sky or blank walls, in video footage in which to display logos or messages.