Ice Interactive, Win Television and Pizza Hut have announced that WIN TV will broadcast Australia's first, fully interactive television commercial on Sunday evening in Orange, NSW.
Pizza Hut's interactive advertisement for the Big New Yorker' will allow iTV pilot customers in the rural city to respond instantly via an onscreen prompt.
Pizza lovers can then order the Big New Yorker' or other menu items by clicking on the prompt with their TV remote control.
They will then be linked to Pizza Hut's pizza ordering application - built by Ice and launched last week - and can expect their order to be delivered to their home within 30 minutes.
The announcement follows last week's launch of the interactive television commerce application, designed by ICE, which allows iTV pilot customers located in Orange to interact with news and travel programs in real time as well as ordering pizza via their TV.
Carl Braden, managing director of Ice Interactive, said the 150 pilot customers have more to look forward to this month with lifestyle, chat, and community channels ready for launch.
Although unable to go into great detail Braden said channels to be introduced later this month to the Orange pilot users include a pet channel with a vet, Orange Neighbourhood Watch, interactive program guide, news and weather - global, national, regional and local, sport and business news, and Internet access - including video and picture e-mail.
Other services available include online help and an online survey.
The pilot is due to conclude next January, but pilot users have asked that it be extended, Braden said.
The advertisement for the Pizza Hut Big New Yorker' will also be broadcast nationally on Sunday evening.