Cablevision to launch interactive commercials for couch potatoes

It's a time-honored television tradition: the direct-response ad, urging viewers to act now to order some gadget over the phone or online. Now, Cablevision (CVC) is aiming to make things even easier for couch potatoes with the introduction of interactive ads. Using pop-up or banner displays, the spots will prompt viewers to click on their remotes during commercials, with the promised reward of a coupon or product sample.

The service will be introduced to Cablevision's 3 million iO TV digital cable subscribers in October, and the cable giant has signed up paint company Benjamin Moore as one of its first customers, according to Cablevision spokeswoman Charlstie Laytin. People who click on the Benjamin Moore ad will be sent a coupon for a free two-ounce color sample.