ITV Signs Playjam For Interactive Games Service

OpenTV, owner of the PlayJam interactive TV channel, has signed a deal to provide a new games service for use on ITV’s channels accessed through Sky Digital.

The new service, dubbed GTV, will be run by PlayJam on behalf of ITV. The interactive specialists will develop games for ITV based around the broadcaster’s best known brands, as well as managing all aspects of the service’s broadcast and operation.

ITV claims that the move makes it the first terrestrial broadcaster to offer a tailor made games service, which will operate on a ‘pay per play’ basis and could return substantial revenue for the broadcaster.

Commenting on the deal Jim Chiddix, Chairman and CEO of OpenTV, said: “Games continue to provide a compelling platform for interactive content. We are pleased that PlayJam remains a leader in this field, as evidenced by this deal with ITV.”

Mickey Kalifa, managing director of PlayJam added: “Over the last two to three years, interactive TV games have proven to be an especially successful form of content for interactive TV in the UK. Given ITV’s sizeable audience share, we are confident that GTV will become one of the UK’s most popular interactive TV destinations.”

Interactive games are becoming increasingly popular in the UK. Earlier this month BSkyB secured a deal with The Walt Disney Company to launch a Disney branded games service on its Gamestar interactive platform. The deal will make the service available to Sky’s 7 million customers through the Disney Channel, as well as via its dedicated Gamestar service (see Sky Selects Disney For Interactive Games Service).

ITV: 020 7843 8000 www.itv.com OpenTv: 020 7250 1244 www.opentv.com

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