CARLTON ACTIVE TEAM UP WITH VIRGIN

CARLTON Active and Virgin Mobile, the world's largest and fastest growing virtual network operators, have teamed up to bring ITV viewers the first interactive prime time programme with interactive advertising.
The interactive services will be available to viewers during The BRIT Awards programme on February 27 and during Countdown to The BRITs on February 26.
The content has been entirely created by Carlton Active's team of interactive TV designers and engineers, and will feature advertising for Virgin Mobile within both services.
Jane Marshall, Chief Executive, Carlton Active said: “The BRIT Awards is a prime example of a programme that is enhanced by an interactive service. It lends itself beautifully in being able to provide additional content that really does interest and entertain the viewer. Virgin Mobile's forward looking approach to their brand makes them the perfect partner for this groundbreaking occasion.”
The interactive-rich services will offer viewers information on the nominees, interviews and profiles on the stars. There will be games and competitions with a chance to win prizes and tickets for next year's BRITs, which will give the winners access to the backstage VIP Party. There are also opportunities to buy CDs and BRIT's merchandise.
A section titled BRIT TALK contains information on the BRIT's Trust Charity. Aimed at younger viewers, it provides details and career information for youngsters hoping to get into the music industry, including details and links to 160 colleges offering music related courses.
Access to the interactive content is available to DTT and ONdigital viewers via their digital remote controls. The service allows the viewer to watch the programme concurrently in quarter screen mode.
Virgin Mobile will be the exclusive advertisers on the interactive service, and will be offering viewers information on their services, the range of phones and the new 'Now Do You Believe Us?' £20-off promotion. (CD)