Channel 4 has performed a u-turn, launching a red-button service around this year's Big Brother just months after pulling the plug on interactive TV programming.
Despite branding iTV technology "clunky" and "inefficient", Channel 4 is planning to allow viewers to press red for extended footage from the reality TV house, NMA can reveal.
This will coincide with the launch of a significantly revamped Big Brother Web site, which will focus more heavily on video content. For the first time, a series of advertiser-funded programme clips will be made available free of charge to broadband Internet and mobile phone users.
When the seventh series of Big Brother launches next month, those watching youth entertainment channel E4 will be able to use their remote control to access a live stream of the housemates in action.
Channel 4 insists that its position on iTV remains unchanged, with no red-button voting, news or gaming applications around this year's series of the reality show. It has also dismantled its iTV team within the new media division to divert funds into developing services for broadband Internet and mobile platforms
"When we announced we were pulling our 24:7 iTV portal we made it clear we would continue to provide some red-button services where significant opportunities existed," said Andy Taylor, MD of Channel 4 New Media. "For Big Brother we've always offered our viewers the opportunity to watch the live stream and E4 proposes to offer this service this year."
While Channel 4 has shifted its strategic focus away from iTV, the decision to launch a red-button service around its biggest show leaves the door open for the medium.
Rival broadcasters remain committed to using iTV to enhance their schedules, with ITV, Five, the BBC and Sky continually rolling out new applications.
Despite branding iTV technology "clunky" and "inefficient", Channel 4 is planning to allow viewers to press red for extended footage from the reality TV house, NMA can reveal.
This will coincide with the launch of a significantly revamped Big Brother Web site, which will focus more heavily on video content. For the first time, a series of advertiser-funded programme clips will be made available free of charge to broadband Internet and mobile phone users.
When the seventh series of Big Brother launches next month, those watching youth entertainment channel E4 will be able to use their remote control to access a live stream of the housemates in action.
Channel 4 insists that its position on iTV remains unchanged, with no red-button voting, news or gaming applications around this year's series of the reality show. It has also dismantled its iTV team within the new media division to divert funds into developing services for broadband Internet and mobile platforms
"When we announced we were pulling our 24:7 iTV portal we made it clear we would continue to provide some red-button services where significant opportunities existed," said Andy Taylor, MD of Channel 4 New Media. "For Big Brother we've always offered our viewers the opportunity to watch the live stream and E4 proposes to offer this service this year."
While Channel 4 has shifted its strategic focus away from iTV, the decision to launch a red-button service around its biggest show leaves the door open for the medium.
Rival broadcasters remain committed to using iTV to enhance their schedules, with ITV, Five, the BBC and Sky continually rolling out new applications.
