Emuse to make Corrie interactive


13 Nov 2007

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Dublin-based internet firm Emuse has won a strategic deal with ITV to redesign the broadcaster’s interactive services menu and deploy applications for key shows such as Coronation Street and The X Factor.

The deal will see Emuse deliver interactive content for ITV on the Freeview platform, on the Sky platform and on emerging digital media platforms such as internet protocol TV (IPTV).

The deal increases sponsorship opportunities for advertisers by delivering increased reach and avenues for measurable return on investment.

Emuse will also be employed to optimise bandwidth for ITV, replace legacy ITV vendors and will become the sole provider of interactivity for all of ITV’s programming.

“Having had so much success with the ITV consumer and the ITV sales teams over the past few years, we feel that this is a natural progression for us,” said Patrick Rainsford, chief executive of Emuse.

“ITV and Emuse have a great working relationship and this enables us both to expand the scope of our mutual business to deliver greater results for ITV and their advertisers, sponsors and viewers,” Rainsford added.

Emuse is owned by Xsil founders Peter Conlon and Patrick Rainsford and was founded in Dublin in 1998. The company has grown to employ 70 people in Dublin, London, LA and Sydney.

As part of the deal, interactive applications will be deployed for key shows such as Emmerdale, The X Factor, Loose Women, Trinny & Susannah, I’m a Celebrity. Get me out of Here! and Coronation Street.

These applications will be supported by major brands such as Littlewoods, Peugeot, Maltesers and Carphone Warehouse.

By John Kennedy

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