In the first half of 2008, UPC's Dutch digital TV customers generated more than 14 million Video On Demand (VOD) streams. This interactive TV application is now used by over 40% of the digital customer base on a monthly basis, which is high compared to international benchmarks. Interactive advertising is another successful application for TV: after a year of testing with 25 red button advertising campaigns, UPC now launches this as a commercial service. UPC will also launch a Video On Demand Car Zone in 2009, accessible to all Digital TV viewers.Mike Fries, President & CEO of Liberty Global, UPC's parent, said: "Interactive television has become a huge success in the Netherlands and the Dutch are adopting these technologies very quickly. This is the future of TV."