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Emuse And ITV Sign Interactive Deal

emuse and ITV have announced the signing of a long term, exclusive deal to provide interactivity across all of ITV's programming and new media. The two companies have been working together on a wide variety of projects including redesigning their 24x7 interactive services menu and deploying applications for key shows.
These shows include Emmerdale, Saturday Cooks, X Factor, Loose Women, Trinny & Susannah, I'm a Celebrity...Get me out of Here! and Coronation Street supported by major brands including Littlewoods, Peugeot, Maltesers and Carphone Warehouse. This latest deal also means that interactive programming will now be running on all of ITV's channels including ITV1, ITV2, ITV3, and ITV4.
The deal will see emuse deliver interactive content for ITV on the Freeview platform (on which emuse was the first and only media company to run interactive advertising), on the Sky platform and on emerging new digital media including IPTV.
Building on the long standing relationship between emuse and ITV (the parties already work closely together on interactive advertising, sponsorship and complex, synchronized interactivity) the deal increases sponsorship opportunities for advertisers by delivering increased reach, improved creative control and measurable ROI. emuse technology will also underpin the mechanism for booking, creating and deploying these applications.
ITV will also use emuse technology to optimize and reduce their required bandwidth and deliver substantial cost savings to ITV Consumer. emuse will replace a large number of legacy ITV vendors to become the sole provider of interactivity for all of ITV's programming.
"Having had so much success with the ITV Consumer and the ITV Sales teams over the last few years, we feel that this is a natural progression for us," said Patrick Rainsford CEO emuse. "ITV and emuse have a great working relationship and this enables us both to expand the scope of our mutual business to deliver greater results for ITV and their advertisers, sponsors and viewers."
The emuse infrastructure will allow ITV Consumer to develop many more applications on new and existing platforms, faster and more efficiently than has been possible to date and represents the latest commitment by both companies to develop interactive and new media in the UK.
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