Headed by new channel controller William van Rest, who helped establish the participation TV sector at Optimistic Entertainment, ITV Play will launch with The Mint, a late-night compendium of live participation studio games, call games, puzzles, stunts and events. Forthcoming Play formats will include a Coronation Street-inspired 'Rovers Return' pub quiz featuring big cash prizes and soap star appearances.
"We believe that ITV Play has enormous potential to lead the market for participation TV with higher production values, better programmes and bigger prizes," said Allen. "The Play brand will sit alongside ITV's existing family of channels as the place to find exciting, honest and entertaining original interactive programmes."
ITV aims to generate 50% of its total revenues from digital channel, interactive and internet activities by 2010, with the other half coming from flagship channel ITV1.
Lovelace Consulting | 08.03.2006