Mobile Interactive Group (MIG) has announced a 12 month extension to its current contract with Europes largest commercial broadcaster, ITV. The contract extension will see MIG continue to manage ITVs entire portfolio of mobile services into 2007, while delivering an innovative suite of new mobile technologies and applications.
Since MIG was initially commissioned 12 months ago, it has worked with ITV with the aim of establishing a leading position in the delivery of interactive broadcast events. Over the coming months, MIG will be integrating a new range of mobile technologies across all of ITVs channels and forthcoming programme schedules. These will include 3G applications and services, and a new CRM platform encompassing all of ITVs digital platforms. MIGs WAP billing technology will also be used to power purchases from the ITV mobile portal and its SMS micro billing  service will be used for ITV Broadband payments.
Projects completed over the past 12 months include the launch of ITV Mobile in conjunction with ITVi; management of the biggest text vote in history for the last series of The X Factor; the introduction of a new CRM initiative; the launch of a video blogging  service; and the management of the production of ITVs entire mobile video content range.
During the last year, we have made a significant commitment to providing a broad range of interactive platforms to help increase enjoyment of our programmes and to develop closer relationships with our viewers says Ann Cook, Controller of ITV, ITV.com and ITV. This has been a very successful strategy, and one that MIG has worked very closely with us on. They have proved to be a valuable and trusted partner and we are pleased to be able to extend this contract.
For MIG, Managing Director Barry Houlihan adds:
Mobile interactivity is now an essential ingredient in the making of popular TV shows and ITV is a massive organisation which uses many platforms to entertain its audiences. Over the last 12 months, we have worked hard to develop and deliver compelling and innovative mobile services across many of ITVs shows. The extension to our contract serves as a ringing endorsement to the technical pedigree, reliability and scalability of the services we offer and we look forward to continuing to help maintain ITVs leading edge in innovation.