Carlton and Granada Create New Interactive Operation
ITV has reaffirmed its commitment to interactive advertising with the development of ITV Interactive, which will see the merger of Carlton and Granada’s interactive arms.
The new operation will be headed by Jane Marshall, previously chief executive of Carlton Active, who takes on the title of ITV Interactive Controller.
She commented: “I’m delighted to be leading ITV’s interactive operation into the next phase. ITV is uniquely placed to lead the commercial market in mass appeal, interactive extensions to its programming and to drive the interactive advertising market. The foundations are in place for an exciting growth business for ITV and I look forward to taking the operation forward.”
ITV Interactive has been created in order to unite interactive strategy with product development across the two ITV partners. The unit will work with channel controllers to drive the development of interactive advertising opportunities. Interactive will have a small core team, with production work outsourced to the market.
Clive Jones, joint managing director of ITV, commented: “The creation of this new division will result in a more coherent interactive focus for ITV. It is a direct benefit of closer co-operation between Carlton and Granada and signifies a more streamlined and effective approach.”
Interactive advertising is an important new revenue stream for ITV. The network hopes it will offer clients new ways to engage with viewers by providing more information on products and services and obtaining immediate feedback and sales leads. Interactive advertising opportunities will continue to be offered by both Carlton and Granada’s own sales houses.
ITV recently signed a deal with BSkyB to launch a range of interactive services and develop interactive advertising on the digital satellite platform (see ITV Expands Interactive Ad Prospects With BSkyB Deal).
ITV: 020 7843 8000 www.itv.com
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