This Morning Secures Sponsor For New Interactive Zone
Granada Enterprises has secured Learndirect to extend its sponsorship of ITV1’s This Morning to include a new interactive service being launched to enhance the daytime entertainment programme.
From next Wednesday, This Morning viewers will be able to access a new interactive zone allowing them access to a range of information including featured recipes, celebrity gossip and competitions.
The service will initially only be available during the transmission hours of the programme, but will increased to be part of the ITV Interactive’s round the clock service during the first part of 2004.
As part of the sponsorship deal, Learndirect branding will appear on the interactive zone and viewers will be given the opportunity to take part in a special Lifecoach Quiz, which aims to provide a guide on how they can improve their lifestyle.
Commenting on the agreement, Andrea Lippett, interactive sales controller at Granada Enterprises, said: “Learndirect’s interactive sponsorship gives viewers the opportunity to learn more about what is available to enhance their personal and professional skills through the television screen, a positive re-enforcement of Learndirect’s key call to action.”
This Morning is a pivotal part of ITV1’s daytime schedule and currently attracts an audience of over 1 million viewers each day. Ratings dipped following the departure of Richard and Judy Finigan in 2001, but viewing figures appear to be picking up under the current presenters, Fern Britton and Philip Scofield.
ITV recently signed a deal with BSkyB to launch a range of interactive services and develop interactive advertising on the digital satellite platform. The deal will see the launch of new applications, which will allow ITV to develop opportunities for revenue and creativity through interactive ads (see ITV Expands Interactive Ad Prospects With BSkyB Deal).
Granada Enterprises: 020 7396 6000 www.granadaenterprises.com
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