MUMBAI: Sky TV's out of the box campaign which will be launched by a series of iTV workshops announced at the D&AD Congress attempts to raise the creative quality of interactive TV ad campaigns on its platform.

The channel is offering reduced price production and hosting on the Sky Digital for the ad agency who come up with the most innovative and creative interactive television ad campaign in the contest.

Sky Digital allows viewers to get involved with TV advertising through the red button technology. Although iTV campaigns are playing a significant role these days boosting revenue for the broadcaster, the current creative approach to the new technology is found to be dull and irksome. So the channel intends to inspire the creative talents.

The deadline for the contest is July 16 and the winning agency will receive £250,000 worth of iTV production and hosting services from the digital broadcasting giant.