Two goes into 4 with interactive games

net1

UK commercial broadcaster Channel 4 has chosen interactive TV specialist Two Way TV to launch its Interactive games channel, 4Active Games, on UK cable platform NTL and to update the existing interactive services menu on the Telewest cable platform with the 4Active Games service. The channel, which goes live during May, will include a number of new games and formats provided by Two Way TV who will also be responsible for hosting and managing the service. The appointment follows a series of successful programme-branded games created by Two Way TV for Channel 4.

Viewers using NTL and Telewest's digital cable services will be able to access the channel by pressing the red button while watching Channel 4 or E4. The initial line up for 4Active Games will be a set of Two Way TV games formats which will be rebadged for 4Active Games, as well as a range of games formats based on Channel 4's programming.

The deal builds on previous successful initiatives for Channel 4 such as branded games -Big Brother Chicken Task and Boys & Girls - based on the Saturday night game show broadcast in 2003. Other Two Way TV formats are currently running on the 4Active service on digital satellite.

Andy Taylor, Head of Interactive at Channel 4, said he believed that the development provided "an innovative way of extending the Channel 4 brand amongst our viewers." Guy Templer, Two Way TV's Commercial Director, suggested that games built around Channel 4's popular programmes "coupled with our strong games portfolio will make the new service compelling viewing."