Two-year contract includes technology for delivering mobile interaction across all ITV programming.
UK broadcaster ITV has enlisted Mobile Interactive Group to manage its wireless interactive services for another two years.The appointment followed a tender process that attracted the interest of more than a dozen other companies.
MIG has worked with ITV since 2005 delivering mobile interactive services for shows including This Morning, I’m a Celebrity Get Me Out of Here! and The X Factor.
It recently started providing the broadcaster with additional services through its mobile ad unit 4th Screen Advertising and mobile agency Jigsaw.
MIG and Interactive Telephony Limited (ITV's inhouse services provider) were recently given permission by premium telephony watchdog PhonepayPlus to offer 'phone-paid' broadcast services.
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Ann Cook, ITV's director of partnerships and interactivity, said: “The tender process was lengthy, highly competitive and demonstrated that the mobile industry has not only matured, but made significant advancements in the past three years.
"From the outset, it was very been our intention to establish a partnership with the right provider, who could work with us to consult and advise, in what is now an extremely compliant environment."
MIG CEO Barry Houlihan added: “We are delighted with the announcement and believe that across the MIG hub of businesses, we are perfectly placed to ensure ITV, as the biggest commercial television network in the UK, and its loyal viewers have the very latest mobile and digital interactive services at its fingertips.”
