BBC Media Arc and interactive TV agency BMPtvi have formed a partnership to deliver interactive television advertising solutions.

Although the alliance means that London-based BMPtvi will use Media Arc exclusively for interactive

BBC Media Arc and interactive TV agency BMPtvi have formed a partnership to deliver interactive television advertising solutions.

Although the alliance means that London-based BMPtvi will use Media Arc exclusively for interactive content production, it does not preclude Media Arc from working with other advertising agencies or corporate clients, as it has done in the past for clients such as HSBC and On Digital.

Media Arc director Andy Davy said the two firms were already working on a number of pitches but they were not yet able to reveal who the potential clients are. However, the partnership will cover content creation, short campaigns and channel development for a variety of corporate clients.

BMPtvi, jointly owned by three advertising agencies within the Omnicom group, BMP DDB, OMD UK and Tribal DDB, invited Media Arc to pitch against two other potential partners. BMPtvi managing director Andrew Howells said he chose MediaArc because 'it had a very broad approach' and was 'platform agnostic'.

However, interactive companies within the Omnicom group such as Razorfish and Red Sky Interactive did not make it on to the shortlist. Howells said: 'My gut feeling is they do not have the skills. Lots of companies say they are interactive television agencies but I just don't think they can do it.'

Davy said: 'Interactive advertising is not just about the web. The same old skills that you need in linear television are needed in interactive television - such as the ability to tell a story or a joke.'

He added that Media Arc had wanted to partner with an advertising agency for some time and that talks had been held with several companies. They chose BMPtvi because 'both shared a similar view of the market' and BMPtvi managing director Andrew Howells and Media Arc head of business development Jonathan Wilson had already established a relationship at various forums.

Davy said Media Arc was 'definitely looking at how to partner on both sides of the value chain' and is particularly interested in partners on the technical side of interactive television.

BMPtvi was formed in May last year and has worked with Sony UK, Hasbro and Two Way TV.