UK commercial broadcaster ITV has signed an exclusive contract with UK interactive TV specialist Two Way TV to provide mobile phone content behind ITV's programming. ITV viewers will be able to browse and buy mobile content through their red button while watching the channel.
The content, which will include video clips, ring tones, logos, wallpaper and Java games, will be offered to ITV viewers through an interactive service behind ITV1 and ITV2 on the
sky digital satellite platform. It will also be available through ITV's 24/7 interactive services menu.
The content offered to viewers will be directly related to specific programming strands and tailored to each audience. The first service that will launch will be based around ITV's football programming. Football fans will be able to buy classic terrace tunes, download pictures of their favourite players and buy video clips of classic football moments. They will also be able to get football related java games.
Commenting on the deal, Guy Templer, the Commercial Director of Two Way TV, said: "For some time we've recognised that there can be a strong relationship between mobile entertainment and TV. It's a means by which broadcasters and content owners can monetise their viewers in ways they've never done before. This deal provides a very well targeted distribution channel for mobile content through one of the UK's biggest TV channels."
Jane Marshall, controller of ITV Interactive, added that interactivity is all about providing extra value for viewers and giving them more of what they want. "This is a great way for us to broaden our relationship with our viewers, as well as creating new revenue streams for us."
The ITV mobile content service will launch during the second quarter of this year. Two Way TV will also launch similar services with UK cable operators NTL and Telewest in the walled garden under the Two Way TV brand. Viewers will be able to buy games and ring tones from these services.
23-03-2004
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