ITV is plotting a relaunch of its interactive TV services including video-on-demand and advertiser hubs. It is understood that the broadcaster has provisionally named the service ITV24/7.
It is understood that ITV is keen to increase its service but also plans to create a permanent hub similar to its online presence.
The broadcaster already has a limited interactive service on some platforms, with viewers able to access interactive features and competitions from This Morning and a premium rate interactive Who Wants to be a Millionaire game.
Interactive sales controller, Katherine Marlow, says: “We want viewers to be able to press red at any time and give them access to our programmes at any time. This is the next stage of video on demand.”
It is also thought to be considering a Toyota-sponsored Movies interactive service and an interactive channel dedicated to promoting ITV’s content. Another idea is to build an advertiser hub as part of its advertiser innovations programme, similar to BSkyB’s Sky Showcase.
Meanwhile, Sky plans to launch a service later this year that allows Sky Plus subscribers to download ads via the green button on their remote control.
The ITV initiative comes at a time when broadcasters are planning a major meeting to discuss “interactivity”. The broadcasters, including ITV, are understood to be meeting “in the coming weeks” to discuss ITV.
It is understood that issues such as red button services, planning and selling the medium, getting consistency across platforms and improving the marketing of services to producers and advertisers will be on the agenda.