Israeli start-up Hiro Media Ltd. will launch the product it has developed through BT Vision, the television arm of BT Group Plc (LSE: BT) . This will be a test launch for the service, which enables the free rental of films in return for watching personally targeted advertisements. The service will comprise part of . BT's download store, which is open to all 14 million broadband subscribers in Britain
Hiro has recently begun a three month long collaboration with FremantleMedia Enterprises, the largest independent movie producer in the world, and Intel Corporation, which will provide each BT subscriber with three free downloads of Fremantle Media films. At the time of download, customers will be asked to download free video software from Hiro Media, to allow downloading of advertisement supported films. Web subscribers will be asked for anonymous demographic information to enable personally targeted advertisements. Thus, the advertisements will vary from viewer to viewer. Users will also be able to forward the films through email.
The commercial breaks which are integrated into the films include commercials from banks, automakers, drink manufacturers and even the British Army.
Hiro founder and Co-CEO Ariel Napchi noted: "The great unfulfilled vision of the internet is to leverage its distribution power and word-of-mouth capabilities, to provide entertainment fans with free and legal downloads that can be watched when and where they want. BT is taking an industry- leading stride as the first European broadcaster to allow users to download free movies, supported by demographically-targeted and personalized ads, that can then be shared around the internet."
Published by Globes [online], Israel business news - www.globes.co.il - on December 6, 2007
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