Channel 4 plans to bring iTV betting to Big Brother

net1

Viewers of this year's Big Brother will be able to bet via their remote controls on which contestant they think will win the show.

Channel 4 is close to signing an interactive TV betting partner, which will allow it to offer the service around Big Brother 5 as well as extend it across other programmes, including its cricket coverage.

The broadcaster is expected to finalise the deal within the next few weeks in time for the service to launch when BB5 begins its ten-week run on 28 May. England's test match against the West Indies will be the next programme to draw on the partnership.

A separate deal is being drawn up to add iTV betting to Channel 4 horseracing coverage following the company's exit from AtTheRaces earlier this year, although the possibility this contract may be handed to the same partner as that supplying BB5 isn't being ruled out.

'We know betting is one of the things that works on iTV, but it's never been done behind a terrestrial broadcast, so it's going to be a massive project for us,' said Andy Taylor, head of 4Interactive, the division which oversees Channel 4's iTV, online and mobile activities.

Despite a disappointing ratings performance last year and interactive votes plunging by almost 10m to 12.8m, BB4 still accounted for 29% of 4Interactive's net revenues and contributed to its first ever profit of £1.2m.

'Obviously, most of our interactions flow from the content of the show, so people will only vote if they feel as though they care about who's going to win,' said Taylor. 'We're always dependent on how compelling the show is deemed to be.'

abbeycat59

oh god
i cant wait..
ill be voting for SADA

abbeycat59

would b better if we could press buttons to administer elect4ric shocks to those who are too boring?