ITV Launches New "Coronation Street" Site with Extensive Broadband Video Line-Up

UK commercial terrestrial broadcaster, ITV (note: the name stands for Independent Television Network), announced last week that its ITV Studios Digital Productions arm will produce around 100 minutes of new broadband video content each month for the recently revamped Web site (itv.com/corrie) of its long-running soap opera, "Coronation Street." The content--which will include exclusive cast interviews, backstage footage and archive clips, as well as episode summaries, sneak previews and character profiles--was commissioned by Kate Bradshaw, ITV's deputy managing director and head of online commissioning. ITV claims that the "Coronation Street" site is already seeing over a million views per month of its short-form video content, and says that it will add show-themed mobile downloads and games to the site later this year.

According to ITV, the new "Coronation Street" Web site is the first UK soap opera site to offer character profiles in video: 20 such profiles have launched on the site to date, and the broadcaster says more will roll out over the course of the year. The site also features "Quick Catch Ups," which are billed as allowing viewers to watch a condensed episode in just three minutes; and three strands of "Video Exclusives": "Cast Talk," which features the show's stars talking about current and future storylines; "Backstage," which offers behind-the-scenes video; and "Video Vault," which provides content from the show's archive.

Later this summer, ITV Studios Digital Productions plans to launch a new broadband video series--entitled "Street Talk" and hosted, ITV says, by a "famous fan"--which will feature interviews with cast members, exclusive news stories, on-set gossip and sneak story previews. In addition, the broadcaster says, by the end of the summer, the new Web site will feature a "robust" mobile merchandise offering that will include music ringtones, voice ringers and graphics that viewers will be able to purchase directly on the site. "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," Patricia Wagstaff, director of ITV digital productions, said in a prepared statement. "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 roadmap for future digital commissions." Added Tobi de Graaf, global director of TV distribution at ITV Global Entertainment: "Our sales team represents the UK's longest-running and most successful 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 program's airtime."