According to the Australian newspaper Foxtel will create a new, advertiser-only space on its EPG that will house long-form entertainment content for brands.
A template that will cut the cost of making an interactive ad - which enables a viewer to request sponsor information or pause a program to access long-form advertising content by pushing the red button on their remote control - also will be launched.
Foxtel is also expected to follow moves in Britain to include more sponsored content with the programs a viewer records to his or her set-top box.
However, the Nine Network has been forced to cancel plans to make the first episode of its gangland drama Underbelly available in the on-demand section of Foxtel's EPG, so pay-TV viewers could download it and watch it in their own time.
