ITV confirms launch of gaming channel

ITV has confirmed the launch of a 24/7 participation TV channel, ITV Play.

The decision to create a dedicated gaming channel is in response to the increasing popularity of the format in the overnight hours on ITV1 and ITV2 and is seen as a key part of the broadcaster's strategy to increase non-advertising revenues.

“We believe that ITV Play has enormous potential to lead the market for participation TV with higher production values, better programmes and bigger prizes," said ITV chief executive Charles Allen.

ITV Play will launch as a channel first on Freeview on April 19 then on other platforms, including Sky, later in the year. The overnight shows on ITV1 and ITV2 will be rebranded 'ITV Play' to accompany the change and drive audiences to the channel.

'ITV Play'-branded features are also being developed for ITV's online and mobile services, while new games are being created to tie in with key ITV programmes. The first of these will be Rovers Return, a pub quiz format trading off Coronation Street.

"We are working with the UK’s top producers to come up with high quality, entertaining, playful formats that contain much more interaction than viewers have seen before," said Jeff Henry, head of ITV's Consumer division. "With the success we’ve already from existing formats on ITV1 and ITV2, we feel confident that these programmes will prove extremely popular with our mass-market audiences."

William van Rest, former executive at Optimistic Entertainment, has been appointed controller of ITV Play.