ITV is backing a joint venture to provide an interactive "one-stop-shop" for advertisers who want to run simultaneous campaigns on digital satellite and terrestrial channels as well as online and on mobiles.

ITV Sales is keen to sign up all commercial broadcasters to the service, Absolutely Media, which has been launched in conjunction with the technology company emuse.

ITV claimed the new venture, which in part aims to offer advertisers an alternative to Sky's interactive services, will reduce the costs and simplify the running of multimedia campaigns.

"This is not exclusive to ITV. Sky, Channel 4 - everyone - can use it as it offers value to advertisers," said Peter Birch, head of interactive sales at ITV.

"Advertisers want choice, and this is about convergence of technology to grow the market for interactive ads. With Freeview now enabled, ads are more likely to be viewed by consumers through a set-top box than on analogue TV. Agencies need to think of creating digital ads for a digital age."

ITV is expecting digital cable operators to join the venture as well as broadcasters with channels on the digital terrestrial TV service Freeview.

Absolutely Media is aiming to fill the gap left by the demise of Zip TV, which challenged Sky's dominance - and which ITV was not part of. Zip TV closed its doors earlier this year.

"As the UK's largest commercial broadcaster, one of our core aims is to help grow the UK's advertising market," said Gary Digby, managing director of ITV Sales.

· To contact the MediaGuardian newsdesk email editor@mediatheguardian.com or phone 020 7239 9857

· If you are writing a comment for publication, please mark clearly "for publication".