Emuse has said it will now be the sole provider of interactive content into ITV. The interactive programming will run across all of ITV’s channels including ITV1, ITV2, ITV3 and ITV4, and shows include Emmerdale, I’m A Celebrity…, X Factor, Trinny and Susannah and Coronation Street. Emuse is also working on a redesign of ITV’s interactive services menu. It is hoped the emuse technology will enable the interactive platform to run more efficiently and reduce the amount of bandwidth used.
The ‘exclusive’ arrangement covers satellite, DTT and later IPTV, though cable is for the time being out of the scope if the agreement. Last December ITV signed a deal with Two Way TV to provide interactive services, before its Ark technology was sold directly to cablenet Virgin Media.