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Does the growing acceptance of iTV advertising as just another part of the overall marketing mix mean that specialist agencies' days are numbered? The iTV advertising industry is expected to more than double in value this year to around 12 million, something that should pay dividends for specialist red-button creative agencies.

They also look set to come under more pressure during 2006 than ever before, however, as an increasing number of big-hitting Web agencies get ready to muscle in on the action. The question for the industry now is whether the specialists can hold onto their market position in the face of far stronger competition.

But the larger, full service digital agencies are far keener to capitalize on the growth of emerging media platforms. A number of the Internet's bigger players have already tinkered with iTV as part of an integrated offering, but more agencies are now preparing to extend the skills they've learned creating campaigns for the Web into the nascent red-button space.

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