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27/07/2009

Ground-Breaking Digital Commission For ITV Studios' Coronation Street

ITV Studios, Digital Productions, has confirmed a ground-breaking commission by itv.com for exclusive digital content based around the UK's favourite soap Coronation Steet's website - www.itv.com/corrie - will host almost 100 minutes of premium new video content every month, featuring exclusive cast interviews, backstage footage and archive clips, in addition to episode summaries, sneak previews and character profiles, commissioned by Kate Bradshaw, Deputy MD & Head of Online Commissioning, ITV.
Every month, the site attracts more than one million views of short-form video content. ITV Studios, Digital Productions hope to further entice users with Corrie-specific mobile downloads and games later in the year.
The new website is the first of the major UK soaps to have character profiles in video formats - with twenty already available. In addition, the Quick Catch Ups allow fans to watch a condensed episode in just three minutes. There are also three strands of Video Exclusives: Cast Talk, which features Corrie's top actors talking about current and forthcoming storylines; Backstage, which gives a behind-the-scenes glimpse into working on-set and Video Vault which celebrates Corrie's rich archive.
Later this summer, ITV Studios, Digital Productions will pilot a brand new online series Street Talk, which will be fronted by a famous fan and feature interviews with cast members, exclusive news stories, on-set gossip and story previews - all hot of the cobbles! It illustrates Digital Productions' commitment to making the Corrie site the first port-of-call for all fans of the Street. By the end of summer, there will also be a robust mobile merchandise offering for the website that will include music ringtones, voice ringers and graphics that fans can purchase directly from the website.
Patricia Wagstaff, Director of ITV Digital Productions, said: "We're delighted to be working with itv.com on another exciting and large scale commission for one of the UK's biggest TV shows. I believe our team consists of some of the best online producers and creative talents in UK digital production and through our close collaboration with production and press, we're able to obtain unique access to talent, sets and crew. This latest announcement is a superb example of how the teams are deepening and enhancing the viewer experience, while also setting a very inspiring road-map for future digital commissions."
Tobi de Graaff, Global Director TV Distribution at ITV Global Entertainment, said: "Our sales team represents the UK's longest-running and most succesful television series, but just like in the UK, our Coronation Street broadcasters around the world also want new ways to grow and engage audiences. Thanks to Patricia's team, our international partners are getting a very exciting content proposition that provides their viewers with a 24/7 presence beyond the programme's airtime."
Kate Bradshaw, Head of Online Commissioning at ITV, said: "The new Coronation Street website looks fantastic and it really belongs to itv.com/corrie. The exclusive video content is hugely entertaining and carefully branded to complement the official area. This is a significant and exciting example of the way we're supporting ITV's biggest shows online."
(KMcA/BMcC)
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