American Express is working with BrightLine to roll out what they say is the largest interactive-TV campaign ever executed, including an “always-on” unified destination point that can be accessed by multiple cable and satellite providers. The AMEX Channel reportedly will enable American Express cardmembers and prospects to have an interactive on-demand viewing experience. The nationwide interactive-TV channel will reach more than 50 million households in the United States, and viewers can access it through various gateways including clickable overlays that will air alongside some American Express commercials, dedicated channel positions, channel guide listings, interactive banners and more. “The interactive-TV experience will allow viewers to explore the benefits of membership, discover what cards are right for them, play games, find out what is new from American Express and watch original content. The experience is designed to connect with viewers in all the ways we know they now use their remote control, and it represents a leap forward in TV advertising,” comments Jacqueline Corbelli, founder/ chairman/CEO at BrightLine.

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