ITVi 24:7 brand gets a £1m ad push

net1

ITV is launching a £1 million (E1.5 million) airtime ad campaign on its new interactive services. The official launch of the ITVi 24:7 brand comes as the operation behind it gears up to expand the use of red button, mobile and premium-rate telephony across the network.

The broadcaster has brought to its team five new people including Avago founder Debbie Mason, who leaves her role as creative director of the Digital Interactive Television Group (DITG) to become ITVi interactive commissioner. Tracy Ross, marketing manager at DITG, has also left to take up the position of ITVi head of marketing.

ITVi is also in the process of signing a range of interactive partners, which it'll promote through its red button portal and look to ally with its shows. Friendsreunited and dating service Koopid are the first of these.

Jane Marshall, ITVi controller, said the past year had been all about putting infrastructure in place that would let the division make 'bolder, more radical creative steps' in 2005.