ITV ANNOUNCE DEVELOPMENT FOR TOP TV SHOW

ITV have announced a major development in their online and interactive strategy with a range of innovative applications for the hit entertainment show ‘Who Wants to be a Millionaire’, in a deal with the show’s producer, Celador Productions.
ITV have acquired the UK internet rights to host ‘Who Wants to be a Millionaire’ online gaming. The ITV website, itv.co.uk, will host a range of games which have already proved hugely successful in both the USA and Germany. ITV2, ITV’s sister channel, have acquired the show’s interactive television rights. The service, to launch later this year, will allow ITV2 viewers to play along with the show on their TV sets.
Four games will be launched by ITV on itv.co.uk, including one which is synchronised with the TV transmission allowing users to compete with on-air contestants. A multiplay game will allow up to ten players to compete head-to-head online. The first game to launch, in early April 2001, will be available 24 hours per day for single users to play online. In a pan-ITV partnership, Carlton Interactive will supply the hardware and manage the technical, hosting and on-going maintenance of the gaming site, whilst Granada Broadband will design the pages.
Andrew Chowns, ITV2’s Commercial Director, said: “We have always wanted to offer new interactive services to digital viewers of ITV2, and this deal with Celador is real progress towards this goal. I can’t think of a better programme for interactive applications than ‘Who Wants To Be A Millionaire’. We believe that this is going to be a significant driver for ITV2 and for digital television in general.”
Initially, the interactive service will be available to viewers via digital terrestrial (either ONdigital set-top boxes or digital terrestrial TV sets). Digital cable and digital satellite versions will be introduced as soon as practicable. (CD)