ITV is looking to boost the profile of its digital-only channel ITV2 by launching an interactive version of ratings winner quiz show Who Wants To Be A Millionaire? at the end of this month.
The shows, which are sponsored by BT, will begin on 24 November, and will broadcast simultaneously with the ITV1 version. Interactive viewers will be able to answer questions using their remote controls at the same time as the players in the studio and will amass points for correct answers. Those viewers reaching the target score for each show will be invited to ring in and enter a prize draw.
Rob Fyfe, managing director of ITV Digital, said: “Who Wants To Be A Millionaire? is one of the most popular game shows on television…with this service on offer we expect interactivity not only to gain mainstream awareness but also to provide the viewer with a truly entertaining experience.”
In a similar way to E4’s building profile via Channel 4′ Big Brother, ITV2’s biggest ratings successes so far have been with programmes from its terrestrial sister channel (see ITV2 Achieves 6.6% Audience Share). However, in this case, rather than just showing a ratings winning programme, the channel will be taking advantage of its digital platform to create an enhanced offering.
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