Granada’s This Morning Goes Interactive

Granada’s This Morning is launching an interactive TV element which will be sponsored by Learndirect.

The new interactive area, which launches on ITV Digital this week, will carry the Leandirect logo and will offer This Morning‘s viewers information on Learndirect courses.

ITV Digital subscribers will be able to interact with various day to day aspects of the This Morning programme and can opt to receive information on recipes, medical conditions and other topical subjects.

Learndirect, which is the current broadcast sponsor of This Morning, will extend its branding to the programme’s website, thismorning.co.uk, which has been developed by Granada Broadband.

Controller of interactive television sales at Granada, Andrea Lippett, said: “This is a logical extension of Learndirect’s relationship with This Morning and a great example of a successful integrated campaign targeted directly at their key audience.”

Howard Nead, director of screen strategy at PHD, which negotiated the deal on behalf of Learndirect, added: “This is an opportunity to test interactivity in an environment where a brand relationship has already been established. The nature of This Morning complements Learndirect’s offering and the interactive enhancement allows viewers to discover important information without interrupting their viewing.”

A recent BMRB survey, which examined the viewing habits of almost 1000 digital subscribers, found that 50% of digital viewers regularly use interactive programming options (see Interactive Ads Flop With Digital Viewers).

Granada: 020 7620 1620 www.granada.co.uk www.learndirect.co.uk

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