LITTLEWOODS LEISURE AND ITV STRIKE INTERACTIVE TV DEAL

LITTLEWOODS LEISURE and ITV have struck one of the biggest deals in British interactive TV history.
The contract will see Littlewoods become the exclusive sponsors of the interactive TV service that Carlton Active have created to support ITV’s domestic football programming.
ITV Sport’s interactive service equips viewers with enough facts and figures to satisfy even the most ardent fan, all accessed by using their digital television remote control.
Live match results, team sheets, goal information, football news, league tables and fixtures are just some of the information available while they continue to watch television.
The service builds on the hugely successful enhanced programming that Carlton Active created last season for ITV’s UEFA Champions League broadcasts, which was used by 80 per cent of match viewers.
Under the deal, Littlewoods branding will feature throughout the entire interactive service and Littlewoods will utilise the Carlton Active AdWindow, a feature that also enables it to have its own branded content area.
The interactive service includes a game called ITV Predictor, run in association with Littlewoods. Broadcast during live matches and ‘On The Ball’ (ITV1’s match-preview programme) it challenges viewers to predict different aspects of the match they are about to watch. Questions covering anything from the first team to score, to the number of yellow cards, appear on-screen before the match starts and again during half- time and viewers register their answers. The total number of correct predictions is calculated at the end of the game and those with the highest scores can win prizes.
Live Info will give details of the match being broadcast, including team sheets and scores. It will also show up-to-the-minute scores for other live matches being played, but not aired, enabling viewers to monitor other league activity whilst they watch their match.
The interactive service is quick and easy to use. Dependant on which section is being accessed, the interactive content either appears on a transparent background overlaid on top of the programme, or the TV picture resizes to allow the additional content to sit on the screen around it. (CD)