British TV network ITV is launching an interactive platform to complement some of its biggest shows.

ITVi will be launched over the next few weeks and will allow the audience to interact with some of the network’s programming via their remote controls.

In the launch phase, interactive content will be available only in relevant programming. During soccer coverage, for example, viewers will be able to access statistics and other information as well as ask questions of the presenters. And fans of search-for-a-star contest Pop Idol will be able to vote for their favourite contestant.

After the launch of these specific features, ITV will roll out a permanent service offering content throughout the day, plus betting from Littlewoods and games from Gaming.

Said ITV Interactive controller Jane Marshall: “We will be building on all these initiatives over the coming months and will have a comprehensive interactive offering up and running by the end of this autumn.”

Data sourced from: BrandRepublic (UK); additional content by WARC staff