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Posted by: Underwired Ltd | Date added: Tue 17 Dec 2002

Underwired*, the London-based web design, interactive TV and traffic generation agency, today announced it has acquired Head End Interactive Television.

Head End Interactive Television was launched in 1998, participating in Flextech and WebTV trials with Tesco and putting Unilever's Domestos brand onto NTL.

Underwired* restructured last year to absorb Head New Media's key staff and clients; the team had been the first member of Sky Active's WAPtv Developers Programme, and had worked on live projects for the Liberate platform. Underwired's Felix Velarde and Jason Holland created Sci-Fi Channel's interactiveTV tests in 1996, and have long been involved in usability for interactiveTV, recently presenting results from work with live interactiveTV sites at the Design Council's Usability Conference in London.

Velarde commented, 'We started out working with commercial brand clients who needed to know how interactiveTV was going to work, and concentrated on usability tests and (extremely successful) data gathering microsites. The interactiveTV market's finally and rapidly becoming viable for real brand marketing activities. We're also at a stage when suddenly major charity players can achieve enormous reach and create meaningful dialogues at low cost.

'The Head End brand carries with it direct experience of putting major clients onto live interactiveTV services. Underwired has a comprehensive understanding of the wide range of channels to air, with current experience of working on multi-platform, thousand-page-plus interactiveTV properties. Bringing the two together at this time gives Underwired unique leverage for its clients.'

Underwired* has offices in London and Auckland. Its clients include the Direct Marketing Association, Bass Beers Worldwide, Dorling Kindersley and National Missing Persons Helpline. Its web site can be found at

Please note - references to 'interactiveTV' and 'iTV' are nothing to do with ITV.

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