ITV launches local broadband TV trial

UK commercial broadcaster ITV today announced the launch of a pilot broadband TV service, aimed at viewers in the Brighton and Hastings area.

Available online from today, the new channels will include local news, weather, local films, an entertainment guide, community video and classified advertising. The new service is targeted at people living in Brighton and Hastings but is available to anyone online at www.itvlocal.tv.

The pilot will allow ITV to expand into the local classified advertising market for the first time, enabling people to buy and sell online under the ITV Local brand. Viewers will be encouraged to provide and upload their own 'Citizen’s TV' reports and a partnership deal with Screen South will allow young filmmakers to premiere their films on ITV Local. The three month trial will test consumer demand and, if successful, ITV plans to expand the services to other parts of the UK.

Jeff Henry, Director of ITV Consumer said: "We are committed to using the latest technology to allow viewers to access ITV content and commercial services in the widest possible way. ITV Local will use the ITV brand to entertain and inform, build communities and encourage participation at a local level. If this is successful we believe there is a great opportunity for a commercial broadcaster like ITV to move into new markets such as local classified advertising. We are very excited about the outcome of this trial and I look forward to results in the New Year."

Lindsay Charlton, ITV Meridian MD and ITV Local Project Director said: "The rapid advance in the number of broadband homes in the UK, combined with improvements in streaming technology, has transformed the opportunities for local broadcasting. By combining our traditional broadcasting expertise with the opportunities of the web, we are creating something truly unique. ITV has been proud of its regional services for 50 years, but until now we haven’t had the delivery systems to provide a truly local service. I am delighted Brighton and Hastings have been chosen to pilot this service and I am looking forward to getting detailed feedback from local residents."

There are already more than 8 million home broadband connections in the UK and according to Ofcom, 250,000 new households are signing up for broadband each month. Around 28% of people in Brighton and Hastings have access to broadband internet at home – up on the national average of 22% – with many others having access at work.

Source: Media Network

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