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ITV is venturing back into digital TV by rolling out the first of a range of DTV services under a new brand, ITVi. This is the first significant move into digital TV since ITV digital, the digital terrestrial platform jointly owned by Carlton and Granada collapsed under a heap of debt last year.
The broadcaster intends to develop a comprehensive range of interactive services over the coming months under the brand, which will aim to complement programmes and allow advertisers to make use of interactivity, which is becoming increasingly prevalent on Sky's own digital TV services.
ITV will first concentrate services on its football programming, with viewers able to involve themselves in red button action during The Premiership, On The Ball and The Goal Rush, as well as all the Champions League games.
ITV also said there is "huge potential" for interactive voting and will introduce these services to its flagship Pop Idol show once the auditions have been completed.
Once the initial services have been established, ITV will launch 'ITVi 24:7', to allow viewers to access interactive services at any time of the day, and independent of programming content.
The broadcaster intends to develop a comprehensive range of interactive services over the coming months under the brand, which will aim to complement programmes and allow advertisers to make use of interactivity, which is becoming increasingly prevalent on Sky's own digital TV services.
ITV will first concentrate services on its football programming, with viewers able to involve themselves in red button action during The Premiership, On The Ball and The Goal Rush, as well as all the Champions League games.
ITV also said there is "huge potential" for interactive voting and will introduce these services to its flagship Pop Idol show once the auditions have been completed.
Once the initial services have been established, ITV will launch 'ITVi 24:7', to allow viewers to access interactive services at any time of the day, and independent of programming content.
