Nestle is taking the opportunity to get some early experience of iTV marketing. It has begun an interactive marketing campaign in parts of northern England for its KitKat brand, allowing users to access a screen providing GBP1 off video rental. This experience should come in handy, as the iTV medium is really starting to take off. By 2005, the number of users will have nearly doubled to 16.1 million.

UK iTV subscribers (millions), 2001-05

2001
2005
Basic interactive TV services only
1.5
1.1
Basic services with email and/or Internet access
7.7
15.0
Source: Datamonitor, 2001:
" iTV Content in Europe to 2005"

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