ITV Local goes live in Brighton, Hastings

ITV has launched the pilot for its new local broadband TV service, ITV Local.

The trial, available online to all at itvlocal.tv, comprises two channels, aimed at viewers in Brighton and Hastings respectively.

Each channel features a live stream containing news, weather, local films, an entertainment guide and community video. Viewers can also view clips of local programmes on-demand.

"The rapid advance in the number of broadband homes in the UK, combined with improvements in streaming technology, has transformed the opportunities for local broadcasting," said Lindsay Charlton, the project director. "By combining our traditional broadcasting expertise with the opportunities of the web, we are creating something truly unique.

"ITV has been proud of its regional services for 50 years, but until now we haven't had the delivery systems to provide a truly local service. I am delighted Brighton and Hastings have been chosen to pilot this service and I am looking forward to getting detailed feedback from local residents."

The trial will run for three months to test consumer demand and, if it proves popular, will expand to other parts of the UK.

"We are committed to using the latest technology to allow viewers to access ITV content and commercial services in the widest possible way," said Jeff Henry, director of ITV Consumer. "ITV Local will use the ITV brand to entertain and inform, build communities and encourage participation at a local level. If this is successful we believe there is a great opportunity for a commercial broadcaster like ITV to move into new markets such as local classified advertising. We are very excited about the outcome of this trial and I look forward to results in the New Year."

The BBC is planning to pilot a similar service at the end of the year.