Media researchers are predicting the integration of television and computers will greatly increase the efficiency of advertising in coming years.

A director of Nielsen Interactive Services, Mr Manish Bhatia, told a research conference in Vienna this week the development of new media technologies will allow advertisers to interact with consumers. He said interactive television would allow consumers to request more information on products, print out coupons and place themselves on a company mailing list.

Mr Bhatia warned, however, that as consumers gain more control over programming and have more options with their TV sets, including electronic mail and Internet, they are more likely to ignore ads and promotions that do not interest them.