Brad Robins has set up a company not yet named to develop advertising-funded tv programming linking advertising, information and entertainment.

The initiative will allow advertisers to participate in interactive television and other forms of new media.

Robins, who was most recently vice-chairman of DDB Needham Canada and co-founder of DDB division Robins Sharpe, left that organization this month.

Robins is working on projects with various broadcasters, and with Laser Quest, of Toronto, which has sites around the world where people play an interactive laser tag game.