British broadcast groups Granada Media and Carlton Communications are pooling interactive-TV operations, even though regulators are yet to rule on the two firms’ proposed merger.
The duo, controlling shareholders in commercial network ITV, have launched ITV Interactive, melding their existing units. In charge of the operation is Jane Marshall, former ceo of Carlton Active.
The new division will cooperate with producers as well as heads of channels and genres to build interactive offerings into ITV content. Unlike its Granada/Carlton predecessors, it will use third parties for production work.
The unit will also work on interactive advertising, though ad sales in this category will remain the responsibility of Granada and Carlton’s respective sales houses (the proposed combination of which is proving the major sticking point in the broadcasters’ merger).
“The creation of this new division will result in a more coherent interactive focus for ITV,” declared the network’s joint managing director Clive Jones. “It is a direct benefit of closer cooperation between Carlton and Granada and signifies a more streamlined and effective approach.”
Data sourced from: BrandRepublic (UK); additional content by WARC staff