Internet Ireland's latest service targets potential users who have not yet gone online and will give them Internet access through their TV sets.
Internet Ireland, 75 per cent owned by Independent News & Media and Princes Holdings, will spend £12 million (€15 million) to introduce and promote the new Internet platform, Unison.ie.
In anticipation of the announcement, Independent shares rose 15.5 per cent to close yesterday at €9.10, from €7.96 on Monday, after the announcement was made.
As part of the promotional plan £3 million of TV set top boxes will be given away to up to 10,000 people. These devices allow access to the Internet and e-mail through standard TV sets, and will eventually retail at £299.
Unison will also operate as a portal to Independent publications and 38 regional newspaper titles. It plans to leverage the customer base already provided by Princes Holdings' 230,000 cable TV subscribers.
The free devices will be given away in a four-week promotion starting immediately through the regional and national press, TV and radio. Some 38 local newspapers will give away 100 set top boxes each. The remainder will be given away in awareness campaigns and competitions.
Unison's free Internet and e-mail service will allow viewers to alternate between programmes to view email or surf the Web. They can also send audio messages, and video stills from home movies.
Mr Branagan said Unison revenue would come from the interconnect charges generated through the dial-up calls to the Internet. Other revenue streams include online advertising, featuring classified advertising from regional publications, sponsorship and e-commerce.
Managing director Mr Michael Branagan said Internet Ireland was also in advanced discussions with an international bank to produce a dedicated credit card for buying goods through the Unison portal.
