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About Us

Long Dog was established by two of the pioneers of video-on-demand, new media and interactive television. Our experience stretches from the initial trials of interactive TV conducted by BT in 1996, where the basis for the iTV industry was established. It runs through the formation of the joint venture between BT, Sky, HSBC and Panasonic, where commercial ideas were put into practice with the launch of the Open.... portal. It includes the launch of hundreds of interactive TV services for entertainment, advertising, betting, gaming, retail, information, government and communication.


John Withnell

John has a track-record of delivering successful interactive TV services. He left his corporate career with BSkyB to utilise his skills and experience to help organisations work through the maze of creative, technical and commercial issues that must be navigated to exploit the benefits of interactive TV.


His early career was spent pioneering the development of interactive TV at BT’s research and development facility in Martlesham.


He moved to Open…. in 1997 to set-up the service creation team and develop interactive TV applications for the Sky digital platform. He developed the toolset for interactive advertising, and went on to deliver over five hundred impulse response and branding campaigns. Clients included Ford, Nissan, Honda, VW, Adidas, Nokia, Vodaphone, HSBC, Army and RAF.  


In 2001, John joined Sky Interactive as their Head of Service Delivery. In his four years with Sky, he was responsible for the launch of over four hundred interactive TV services, including Sky Vegas Live, Gamestar and the Sky Active portal. Key clients included Skybet, Ladbrokes, BlueSq, DirectGov, Disney, Channel 4, Five, Sky One, Community Channel, Dominos, Keith Prowse and Lastminute.


John has a first class honours degree in Electrical Engineering from Queen Mary College, and a Masters in Telecommunications Business Management from University College London. He is a Chartered Engineer and a member of the IEE.

Amanda Withnell

Amanda Withnell is an experienced and reliable project manager with a reputation for delivering high profile, high pressure projects. She left her corporate career with BSkyB to set up her own management company, and is collaborating with Pushbutton on a number of prestigious projects for advertising and broadcasting clients.


She began her career as a product manager for BT, responsible for information, communication and entertainment products. In 1999, she joined Open…. as a senior account manager. Clients included high street giants WH Smith, M&S, Going Places, Next, Harrods and ASDA.


In 2001, Amanda joined Sky Interactive, where she was responsible for the in-house team managing key clients ranging from Ladbrokes and the National Lottery, to government departments including Transport for London, and the broadcasters Channel Four, Five and ITV.


Amanda has a degree in Business Studies & Computing and a diploma in Marketing.

Amanda WithnellJohn Withnell

Long Dog Limited 

Registered in England & Wales No: 5524869

VAT Registration No: 866 6027 02

Registered Office: 6 Highwayman’s Ridge, Windlesham, Surrey GU20 6JY