Razorfish steers RAC interactive TV channel

The RAC is launching an interactive TV channel on Cable and Wireless Digital, designed by incumbent digital media consultancy Razorfish.

The Club’s iTV content will mirror much of that on its website, also designed by the consultancy.

Digital cable subscribers will be able to access an RAC Route Planner service via their TV sets. The service will cover directions for UK and European destinations. Viewers can also join the RAC and check up-to-date traffic news bulletins.

The launch sees the RAC well-placed to extend its digital services through media such as forthcoming Wireless Application Protocol mobile phones.

Cable and Wireless Digital is due to launch a wide range of free Internet-based interactive services for around 80 content partners this month. Other partners in the services include Littlewoods/Granada, British Airways, Dorling Kindersley, Barclays Bank, Bloomberg, Flextech Interactive, Guardian Unlimited and Electronic Telegraph.

In the future Cable and Wireless Communications will introduce full Internet access for subscribers via the TV as well as high speed PC Internet services via its set top box.