Electronics giant Sony has announced a partnership deal with car maker Mercedes-Benz, which will allow it to test out its new interactive TV technology, MHP (multimedia home platform).
As part of the launch of Mercedes' new S-Class range, Sony's MHP technology will be used to allow digital TV viewers to interact with TV adverts in a similar way to internet promotions.
Viewers access the adverts on a television, and via a remote control they can click on boxouts on the advert to find out more information about specific parts of a car, request a brochure and even take part in a Mercedes competition.
"Our commitment to MHP is aimed at bringing new interactive services to households and creating a stable return path for high-quality software development as well as for television broadcasters," said Andreas Riegler, general manager of Sony NetServices.
This is the first time the technology has been used in a national advertising campaign.
MHP is a new interactive platform for digital TV and multimedia transmission. First published in February 2000, it is designed to bring together the benefits of digital TV, which include improved picture and sound quality, with the interactivity of the internet.