New Channel Launch

ITV PLC
08 March 2006

          ITV PLAY LAUNCHES AS HOME OF HIGH QUALITY 'PARTICIPATION TV'



ITV today announced the launch of ITV Play, its new 'participation TV' digital
channel and programme brand.



The launch of ITV Play follows the success of existing call-TV formats Quizmania
and Play Sudoko, broadcast on ITV1 and ITV2 overnight in the last three months.



ITV Play will launch as a channel on Freeview on April 19th and ITV Play branded
programming will feature on ITV1 and ITV2 overnight from the 31st March. The ITV
Play channel will launch on other platforms later this year.



The 'participation TV' genre is growing fast and ITV Play will lead the market
with higher quality programmes, higher production values and higher and more
regular prizes.



This will be headed up by new Controller of ITV Play, William van Rest, who
helped establish the sector in his previous role at Optimistic Entertainment.
ITV Play programming will launch with 'The Mint' a high-energy late-night
compendium of live participation studio games, call games, puzzles, stunts and
events hosted by Brian Dowling.



Forthcoming Play formats will include a Coronation Street-inspired 'Rovers
Return' pub quiz from ITV Productions, featuring big cash prizes and Corrie star
appearances.



A broadband portal on ITV.com and specially commissioned Play games for the
successful ITV Mobile portal are also being devised and will launch in the next
few months.



Announcing the new channel at ITV's annual results presentation Charles Allen,
Chief Executive of ITV said:



'We believe that ITV Play has enormous potential to lead the market for
participation TV with higher production values, better programmes and bigger
prizes. The Play brand will sit alongside ITV's existing family of channels as
the place to find exciting, honest and entertaining original interactive
programmes.'



Jeff Henry, Head of ITV's Consumer team said:



'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. 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.



'ITV Play is another valuable addition to our growing portfolio of businesses
which have a direct relationship with the consumer. As with our mobile and
broadband initiatives we are responding to consumer demand with new and
innovative products.'



Ends.



Notes to Editors



ITV Consumer



ITV has established ITV Consumer (ITVC) to build businesses which create and
monetise direct consumer relationships for ITV. Led by Jeff Henry, it is
expanding

ITV's family of channels to encompass mobile, broadband and other services.



The Mint



A high-energy late-night compendium of live participation studio games, call
games, puzzles, stunts and events hosted by Brian Dowling, The Mint will be
filmed on a set resembling a stylish and opulent house with a cash vault (The
Mint) at its core.



Viewers will be able to call or text to participate in individual games for
smaller prizes or the chance to win The Mint jackpot. A co-production between
Stephen Leahy's Ludus TV and Enteraction, operators of 'The Great Big British
Quiz Channel', The Mint will be the first Play-branded programme.



For more information:



Jim Godfrey             0207 843 8434 / 07876 396521 / [e-mail]
Hannah Bailey           0207 843 8439 / 07940 716006 / [e-mail]






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