Dual-screen apps from ITV Studios and Screenz
April 8, 2013
Colin Mann @ MIPTV
ITV Studios Global Entertainment (ITVS GE) has partnered with cross-media company Screenz to produce dual-screen apps for three of its hit formats, Who Dares Sings, Four Weddings and Hell’s Kitchen, which are launching at MIPTV.
The apps will be adapted for local markets, extending the reach of ITV Studios’ hit formats and offering international broadcast partners expanded content and a new way to engage with viewers beyond the television screen.
Who Dares Sings is a singing game show format in which 100 contestants compete for the chance to win a huge cash prize. Four Weddings sees battling brides fight it out to claim a dream honeymoon for the best ceremony. Hell’s Kitchen brings 18 would-be cooking champions together to be challenged, and sometimes terrified, by the superstar host chef. The apps will feature content related to the shows, such as the opportunity to sing along with the songs featured in Who Dares Sings, rate the weddings featured in Four Weddings or get the recipes from Hell’s Kitchen.
Jean-Philippe Randisi, Executive Vice President and Director of Consumer Products, ITVS GE, said the initiative offered a digital package to broadcasters that extended its offering, enhanced viewer loyalty and turned TV show viewers into TV brand consumers.
Yifat Fouchs, MD, Screenz Europe, said that delivering a robust set of digital tools would enhance the value of ITV Studios’ successful formats. “Our interactive dashboards, applications and online games have resulted in increased viewer involvement through Facebook hits, interactive participation and web visits. We look forward to seeing a similar uptake for these popular ITV Studios format shows,” he added.