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Interactive Vote Proves A Success For I’m A Celebrity

ITV’s first major venture into interactive television has proved a success with over 1 million viewers voting for I’m A Celebrity – Get Me Out Of Here via interactive applications.
The interactive vote generated £110,000 for charity and follows a successful run for the reality TV show, which attracted an average of 12.3 million viewers during its finale (see I’m A Celebrity Finale Peaks With 13 Million Viewers).
The figures will provide good news for ITV, which has been introducing a range of new interactive services, such as voting and play-along games, to support key shows and boost advertising revenues.
Jane Marshall, controller of ITV interactive, commented: “This is a huge step forward for the interactive market and shows that ITV can bring mass audiences to interactive television, This opens up promising new commercial opportunities for ITV, its gaming partner Littlewoods and for potential advertisers and sponsors.”
Justin Judd, controller of interactive at Granada, added: “We didn’t set out to re-invent the interactive wheel with this application. However, the message is clear: the complete and careful integration of interactivity with Granada’s programmes can deliver huge volumes and add value to viewers at home as well as the ITV family of channels.”
Reality television is also driving the uptake of interactive voting applications on Channel 4 and of the 594,393 votes cast for the first eviction of this summer’s Big Brother, 208,946 were made up of interactive votes, compared with the 196,147 votes made by phone and the 188,808 text votes (see Big Brother Eviction Draws Almost 5 Million Viewers).
Earlier this year ITV reaffirmed its commitment to interactive advertising with the development of ITV Interactive, which merged Carlton and Granada’s interactive arms (see Carlton and Granada Create New Interactive Operation).
ITV: 020 7843 8000 www.itv.com
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