ITV and Sky have signed a deal which will let the former add interactivity to their channels on the Sky Digital system. The BBC, Channel 4, MTV and Sky’s own channels have been pioneering the practice of interacting with their audiences via their remote control, though the number of truly exciting uses of the technology aren’t high.
ITV, who will use interactivity for "programme support, interactive advertising and betting applications", will launch the new service by allowing viewers to play along with 'Who Wants To Be A Millionaire?' this Saturday.
"This is an important deal for ITV that offers significant commercial potential in the long term," ITV joint-MD Clive Jones told reporters. "ITV will now be able to offer a full range of interactive services to enhance viewers' enjoyment of our programmes and connection to our channels."