ITV Play launches on Freeview

ITV has today launched its newest digital channel on Freeview – ITV Play – with big name programmes lined up for the coming weeks.
The ITV Play channel will feature the first ever ITV Friends Reunited show, a Coronation Street Rovers Return Pub Quiz, and the This Morning Puzzle Book.
ITV Play has already launched in the after midnight slots on ITV1 and ITV2 on 31 March with The Mint presented by Brian Dowling, and Quizmania on ITV2. From today you will also be able to see ITV Play from noon through to 4am 7 days a week on Freeview channel 35.
ITV Play programmes are high-quality, compelling, fun and rewarding entertainment formats. All interactive programming, games and quizzes on ITV’s family of channels, online and on mobile will appear under the ITV Play brand, including the brand new Bullseye game, only available on ITV.com.
William van Rest, Controller of ITV Play, said: “ITV has a great heritage in producing the biggest and best live, interactive, programmes and this is exactly what we want to do with ITV Play. Play shows will be better than anything else you’ve ever seen in this genre, with big-budget sets, huge prize giveaways every night, and the hottest stars and talent.”
Jeff Henry, Chief Executive of ITV Consumer, said: “ITV Play is a key new venture for ITV’s Consumer team. We are aiming to invest in the participation TV sector to build a strong, long-term sustainable business for ITV, utilising our well-known programme brands to produce compelling interactive formats.”
The channel will be ITV’s first non-advertising funded channel.
(GB)