Flagship Soap To Receive Interactive Boost
ITV has confirmed that its flagship soap opera, Coronation Street, will receive a boost with the creation of dedicated interactive features in the near future.
In a report by the Financial Times, Jane Marshall, controller of interactive television services at ITV, said: “The time is right for us now to look for the next level of interactive television beyond votes and competitions. Now that interactive television has proved itself a viable business, we want to enhance ITV viewers’ television experience by driving interactivity into new areas.”
It is not yet known what form the interactive content will take, or what new content will be delivered to viewers. However, features planned for the soap opera are reported to include additional sub-plots and background stories, out-takes, behind-the-scenes coverage and competitions. The interactive content is believed to be on track for a launch in the middle of this year, broadcasting to satellite viewers first, with the service rolled out to cable customers at a later date.
Explaining that the new interactive offering was still in the early stages of development, a spokeswoman for ITV told NewsLine: “At the moment it’s just an announcement that it will happen, but we should be in a clearer position as to what it actually means to the service, and to the programme, at the end of the month.”
Setting out the purpose of the new product strand, Marshall told the FT: “The aim is to raise the value of interactivity and encourage new audiences to try it. The challenge isn’t about being more creative, it’s about getting interactivity to be accepted as part of everyday life – as just another part of the television experience, and that means making sure it’s developed by the same people making the television programmes, and commissioned at the earliest stages of a programme’s development, not as an afterthought.”
The interactive content will make Coronation Street the first prime-time soap opera to employ red-button technology. The series has been running for over 45 years, having launched on ITV in 1960. The latest move underlines the broadcaster’s intent to expand on the popularity of its flagship shows, following the announcement of several spin-off programmes last year (see ITV Planning Soap Spin-Offs To Boost Autumn Schedule).
ITV: 020 7843 8000 www.itv.com
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