BT To Sponsor Interactive Millionaire Show

ITV has signalled its entrance into the interactive television advertising market after securing BT as the sponsor of the new interactive Who Wants To Be A Millionaire show.

The new service, which allows viewers to play along with the programme, will feature the strapline: “powered by BT”. Viewers will be able to compare their progress with other viewers and will be invited to enter a prize draw. The sponsorship deal, which was struck with Carlton, will last for 12 months.

Earlier this year, an interactive version of Who Wants To Be A Millionaire was broadcast on ITV2 but was not available across all digital platforms. However, the new show will be available on Telewest Broadband, Freeview and Sky Digital.

It is believed the new interactive services will also be used as an advertising platform marking the channel’s first foray into interactive advertising. ITV has been relatively slow in developing its interactive arm. By contrast, Channel 4 has long offered brands and programme makers interactive initiatives and the BBC has a wide range of interactive programming.

It is understood that ITV has already written to media agencies to find sponsors for its interactive football and rugby coverage.

ITV: 020 7843 8000 www.itv.com

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