ITV late-night tie-up
BROADCASTER ITV is teaming up with interactive gaming firm NetPlayTV and retailer QVC to launch late-night gaming and shopping shows on its flagship ITV1 channel next month.
ITV has done a six-month trial deal with AIM-listed NetPlayTV and QVC under which the two will be able to show their programmes in a two-hour night-time slot called The Zone.
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QVC will supply retail programming while NetPlayTV will provide a half-hour interactive bingo show featuring quick-fire keno and bingo rounds and its existing Roulette Nation game show, which is shown on Virgin 1 and STV. ITV is taking advantage of a ruling by broadcasting regulator Ofcom last year which allowed public service broadcasters to show up to six hours of teleshopping programmes per night.
An ITV spokesman said: “This is about offering viewers products and games to play in a dedicated slot and provide a valuable new revenue stream.”
NetPlayTV said the deal was a milestone in its efforts to become the UK’s leading gaming broadcaster.
Chief executive Martin Higginson said: “This agreement is a huge breakthrough for the company.”