LONDON: Three "webisodes" of Coronation Street, the soap opera broadcast by ITV, have been produced exclusively for the web, in a tie-in with one of the show's most dramatic storylines ever.
ITV, which last week celebrated an upturn in ad revenue, believes that its three-minute online videos are an innovative way of boosting advertiser and viewer interest in the show; which currently revolves around a murder confession.
The Street is currently sponsored by Harvey's furniture. Cadbury's withdrew its £10m (€11.1m; $16.5m) sponsorship of the show in 2006.
Produced by ITV Studios' Digital Productions, the three mini-dramas will be aired on itv.com at 9pm and each will be supported by its own raft of ads.
While the same script will be deployed in each webisode, the anti-hero's actions will be interpreted differently; allowing viewers to make up their own minds as to the killer's motivation and what is likely to happen next.
Says ITV: "Viewers will be able to see the complexity of bad boy character Tony Gordon's character in three completely different ways."
Data sourced from Marketing Magazine; additional content by WARC staff