Channel 5 has announced the launch of Channel 5 Interactive (C5i), its new online sales service.

The venture, backed by the RTL Group and United News & Media, will not be limited to the UK market. Through C5i's involvement with the IP-web.net, it will be able to offer a European presence to its clients.

Paul Curtis, C5i's chief executive, said: "By avoiding the traditional internet sales house idea we feel we have established something more focused and dynamic - the first UK internet sales agency.

"We want to establish a network of clients whose interests are represented to the advertising community by dedicated account handlers. Not only that, we want to establish a set of advertising propositions that advertisers can cherry-pick to meet specific marketing objectives."

Nick Bampton, sales director of C5i, added: "Our business is maximising revenue for our publishers and advertisers. It is our belief that we can best do this by providing advertising solutions, which are relevant and focused - always with the advertiser in mind. Our core values of integrity, transparency, open-mindedness, and belief in partnership ensure that this vision is consistent throughout the entire team."

Unlike others in the online advertising sales market, C5i will offer bespoke advertising solutions - to publisher and advertiser alike - rather than blanket selling of internet impressions. The agency plans to represent a small number of large publishers, sold to key advertisers, fulfilling detailed advertising briefs.