ITV To Offer More Interaction After Deal With Emuse
ITV is to create a series of interactive applications, running across all digital platforms, to support some of its highest profile audience-participation shows, such as The Great British series.
The broadcaster will work with interactive technology specialist, emuse, to roll out the new services, providing synchronised applications regardless of the viewer’s chosen digital platform.
Working in what is described as a “long term, exclusive deal,” the agreement will see emuse become the sole provider of synchronised interactive elements for ITV across satellite, cable and terrestrial TV. The deal will allow a greater number, and wider variety of interactive features, in a more cost effective way.
Jane Marshall, interactive controller at ITV, explained the move, stating: “ITV’s major interactive focus is in entertainment. We know that our viewers like play-along formats and quizzes and with this deal emuse have enabled ITV to commercially exploit this opportunity. We’re very excited about rolling out many more interactive entertainment formats.”
Patrick Rainsford, CEO of emuse technologies added: “We are delighted with this latest strategic development in our relationship with ITV. The desire on the part of ITV to increase the proliferation of interactivity in the marketplace clearly demonstrates that the industry is maturing. This exciting new commercial partnership includes all aspects of the process from the creative to the financials.”
ITV has made no secret of its intention to create more interaction within its programming, with the broadcaster’s increasing use of phone voting and red-button features driving non-advertising revenues to an all time high. The broadcaster set out targets to increase revenue streams beyond spot advertising in its last full year results, with the BBC’s recent commitment to reduce its reality TV output looking likely to further fuel a rise in ITV’s adoption of the genre (see BBC Reality Cuts Leave Door Open For ITV).
Emuse Technologies: 0870 7108 581 www.emuse-tech.com ITV: 020 7843 8000 www.itv.com