8th Mar 2006 07:05
ITV PLC08 March 2006 ITV PLAY LAUNCHES AS HOME OF HIGH QUALITY "PARTICIPATION TV" ITV today announced the launch of ITV Play, its new 'participation TV' digitalchannel and programme brand. The launch of ITV Play follows the success of existing call-TV formats Quizmaniaand Play Sudoko, broadcast on ITV1 and ITV2 overnight in the last three months. ITV Play will launch as a channel on Freeview on April 19th and ITV Play brandedprogramming will feature on ITV1 and ITV2 overnight from the 31st March. The ITVPlay channel will launch on other platforms later this year. The 'participation TV' genre is growing fast and ITV Play will lead the marketwith higher quality programmes, higher production values and higher and moreregular prizes. This will be headed up by new Controller of ITV Play, William van Rest, whohelped establish the sector in his previous role at Optimistic Entertainment.ITV Play programming will launch with 'The Mint' a high-energy late-nightcompendium of live participation studio games, call games, puzzles, stunts andevents hosted by Brian Dowling. Forthcoming Play formats will include a Coronation Street-inspired 'RoversReturn' pub quiz from ITV Productions, featuring big cash prizes and Corrie starappearances. A broadband portal on ITV.com and specially commissioned Play games for thesuccessful ITV Mobile portal are also being devised and will launch in the nextfew months. Announcing the new channel at ITV's annual results presentation Charles Allen,Chief Executive of ITV said: "We believe that ITV Play has enormous potential to lead the market forparticipation TV with higher production values, better programmes and biggerprizes. The Play brand will sit alongside ITV's existing family of channels asthe place to find exciting, honest and entertaining original interactiveprogrammes." Jeff Henry, Head of ITV's Consumer team said: "We are working with the UK's top producers to come up with high quality,entertaining, playful formats that contain much more interaction than viewershave seen before. With the success we've already from existing formats on ITV1and ITV2, we feel confident that these programmes will prove extremely popularwith our mass-market audiences. "ITV Play is another valuable addition to our growing portfolio of businesseswhich have a direct relationship with the consumer. As with our mobile andbroadband initiatives we are responding to consumer demand with new andinnovative products." Ends. Notes to Editors ITV Consumer ITV has established ITV Consumer (ITVC) to build businesses which create andmonetise direct consumer relationships for ITV. Led by Jeff Henry, it isexpanding ITV's family of channels to encompass mobile, broadband and other services. The Mint A high-energy late-night compendium of live participation studio games, callgames, puzzles, stunts and events hosted by Brian Dowling, The Mint will befilmed on a set resembling a stylish and opulent house with a cash vault (TheMint) at its core. Viewers will be able to call or text to participate in individual games forsmaller prizes or the chance to win The Mint jackpot. A co-production betweenStephen Leahy's Ludus TV and Enteraction, operators of 'The Great Big BritishQuiz Channel', The Mint will be the first Play-branded programme. For more information: Jim Godfrey 0207 843 8434 / 07876 396521 / [email protected] Bailey 0207 843 8439 / 07940 716006 / [email protected] This information is provided by RNS The company news service from the London Stock ExchangeRelated Shares:
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