From SkyReport

DN said it is working with NBC Universal to provide interactive advertising trigger capabilities for the programmer's 14 networks and 10 NBC owned-and-operated TV stations.

Through the collaboration, DN subscribers who have a DVR will have the ability to use their remote control to request more information from advertisers about products or to receive coupons for various product discounts.

NBC Universal will offer the ability to purchase advertisements with interactive trigger capabilities as a way to enhance campaigns on NBC broadcasts delivered through DN. The interactive triggers allow viewers to select an icon displayed during a commercial that will take them to a page to obtain more information about the advertiser. When finished, viewers are returned to their programming at the exact place they exited.

NBC said it will provide advertisers with detailed reports about viewer participation with DN's interactive products.

And both DN and NBC Universal said they will continue to work together to develop interactive products to serve future clients.