ITV to double output of interactive TV this year

Webdale, Jonathan
March 2004
New Media Age;3/25/2004, p1
Trade Publication
This article reports on the decision of ITV to deliver a boost to the interactive television industry after pledging to double its output in the sector in 2004. ITV, considered successful as a commercial broadcaster in Great Britain, which launched interactive services across its channels in 2003, is throwing its weight behind commissioning television programs with red button, short messaging services and premium rate telephone services at their core, and is drawing up a roster of developers it will work with on new formats. ITVi, the television division of ITV will spearhead growth in the sector, in an attempt to build on the success of television series like "I'm a Celebrity!," "Pop Idol" and "Millionaire?," with interactive applications supporting a raft of television shows. Louise Okafor, ITVi head of program management, said that the network was aiming to have run a total of 30 interactive shows by the end of 2004, improving its output of around two airings a month to four each month. Also, the company is inviting interactive television companies to submit applications to be included on a roster of preferred suppliers which ITVi will work with exclusively on future interactive programs.


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