Broadcasters are set to introduce advertisements based on personal tastes to halt the growing shift from television to the internet。

　　The “personalised” advertisements would use information gathered from viewer preferences, where they live and other “customer research”. Experts said the plans would likely end of the traditional "one size fits all" advert break。

　　BSkyB is trialing a plan called AdSmart, which will store advertisements on their customers' Sky+HD set-top boxes。

　　Under the plan, which will start being rolled out within two years, adverts would be transmitted during "live" viewing. The timing and length of breaks will remain unchanged。

　　Figures show that an estimated 50 per cent of all advertising spend is wasted. Advertising agencies are said to be broadly supportive of the move as it could stop traditional “channel-hopping”。

　　They hope it will help eradicate wastage in TV advertising by helping remove ads which are irrelevant to certain homes。

　　A BSkyB spokesman said it hoped to "help advertisers offer more relevant adverts"。

　　"This might include using postcode information to offer more localised ads or providing ads which are more likely to be of interest to them based on their interests or circumstances," he said。

　　"It will also mean updating ads so that even when watching recorded programmes they are still up-to-date."

　　BSkyB officials stressed that they would not target customers by “analysing which programmes individual viewers watch” and it would not purchase data about purchasing habits。

　　Tim Lefroy, the chief Executive of the Advertising Association, said it was another "great step for consumers"。

　　"It offers products, services, offers and information about the brands they trust where and when it is most relevant to them," he said。

　　今后，英国电视观众有望收看“个性化广告”。按照一项最新计划，广告投放将按照观众的消费习惯进行“定制”。

　　电视运营商将按照观众的个人喜好来播放广告，以防止更多电视观众流向网络。

　　“个性化”广告将利用从观众偏好、住址、以及其它“消费者研究”中收集的信息来定制。专家表示，该计划有望打破传统的“一刀切”式的广告播放模式。

　　英国天空广播公司正试行一项名为“精准广告”的计划，将用户收看的广告存储在“天空电视高清”机顶盒中。

　　按照该计划，定制广告将在观众实时观看节目时播放。广告播放的时间和时长不变。该计划将于两年内全面铺开。

　　有数据显示，据估计有50%的广告费用都被浪费了。据称，广告商普遍都很支持这一计划，因为这将防止传统的“频繁换台”。

　　他们希望通过清除与用户无关的广告来充分利用电视广告。

　　英国天空广播公司的一位发言人表示，希望这将“帮助广告客户提供与用户关联度更高的广告”。

　　他说：“该计划将包括按照邮编信息播放更本地化的广告，或者根据用户的兴趣和环境播放他们更感兴趣的广告。”

　　“电视运营商还将更新广告，这样一来，在人们观看录制节目时，也将收看到最新广告。”

　　英国天空广播公司的主管强调指出，该公司并不打算“分析个人用户喜欢看的节目”来为用户量身打造广告内容，也不会购买有关消费习惯的数据。

　　英国广告协会首席执行官蒂姆?勒弗罗伊表示，该计划“对消费者来说意义重大”。

　　他说：“它所提供的产品、服务、报价、观众信赖品牌的信息都是此时此刻个人用户最关心的。”