Launch of the UK's first Mass Participation telephone game

Interactive programming has changed the face of British television, delivering new entertainments to the public and rich revenue streams to broadcasters.  It’s made possible by automated technology that handles thousands of calls simultaneously.  In May 2006, the media industry went one step further. ITV’s first channel dedicated to viewer interactivity was launched. 

ITV Play launched its first mass participation show, ‘The Corrie Pub Quiz’ in May 2006.  Presented Live from the Rover’s Return; it allows thousands of viewers to compete simultaneously, recreating the interactivity and competitive excitement of a traditional pub quiz. The Eckoh solution manages all calls to this and all of ITV Play’s shows using its own high volume, call processing platform which can cope with even the most dramatic levels of viewer demand.

At the same time, Eckoh’s proprietary production console, (Viewer Interaction Statistical Analysis) gives ITV Play’s production teams a comprehensive real-time snapshot of all calls to the show, allowing producers to change and modify the progress of a programme on-the-fly, depending on the level of viewer reaction.  Thanks to CRM technologies embedded in the VISTA Play system, production teams and programme presenters are able to recognise and acknowledge regular callers, referencing personalised information about their previous involvement in the show.

ITV Play expects to realise profits of around £20 million in its first year; a significant target for a commercial channel that carries no advertising and is funded solely by revenues generated through interactivity.

William van Rest, Controller of ITV Play
"The Rovers Return Quiz Night is the best in our new breed of formats, combining Eckoh's cutting edge interactive technology to bring thousands of people together with the nation's favourite soap. Eckoh's experience has been invaluable in the development of this show, and the team has pulled out all the stops to ensure that ITV Play continues its reputation as an innovator in participation television."