Channel 5 has named Wax New Media to handle a multi-million pound development investment in its website, The move is part of C5’s strategy to integrate its traditional broadcasting activities with emerging new media.

Says Channel 5’s head of marketing David Bainbridge: "The 5 website has already proved to be a huge success. However we need to give our viewers the opportunity to become more directly involved with the channel and its output. He trumpeted Wax New Media as “outstanding strategic and creative thinkers; their ideas, coupled with those of our programming and marketing departments, will keep us one step ahead of our rivals when it comes to truly 'interactive' product."

C5 is increasingly integrating its online activities with TV programming content. Last month its site officially hosted the theatrical release of Wes Craven’s stalk ‘n’ slash epic Scream 3, and this month will screen a live webcast of the Scotland vs Barbarians Rugby Union match - said to be the first time a terrestrial channel has simulcast a live sports fixture.

In addition, the 5 site this week launches an interactive game promoting its latest run of the US cop show series Martial Law, enabling surf-saddies to karate chop the likes of Chris Evans and Carol Vorderman.

News Source: CampaignLive (UK) 22/5/00