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 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