ITV is to launch a series of exclusive online episodes to supplement its second series of The Only Way Is Essex. People must register on itv.com to view the episodes, or can buy them on iTunes.
ITV is also to launch two short-form episodes, one aimed at women, the other at men, exclusively on Facebook. Fans can personalise the episodes via an app called The Only Face Is Essex. This uses their Facebook data to feed in personal details, such as their name, into the video.
ITV’s dedicated show website will feature exclusive video outtakes, pictures and backstage gossip. It will also pull in all show-related feeds from Twitter and Facebook.
ITV’s MD of online and on-demand, Robin Pembrooke, said the show is one of its fastest growing programme brands online, with the first series attracting catch-up audiences that were “almost equal to” the linear TV show.