ITV Renews MIG Contract

ITV has announced an exclusive three-year partnership with Mobile Interactive Group (MIG). Following an extensive pitch process, MIG has been appointed as the exclusive mobile interactive technology provider and strategic partner to ITV. The partnership is a continuation of five years of mobile technology service provision, where ITV has seen substantial increased popularity in mobile interactive services. 

MIG will continue to power all mobile interactive services across ITV’s broadcast shows including key brands such as This Morning, Daybreak, Dancing on Ice and I’m a Celebrity Get Me Out of Here! as well as exploring  a range of new mobile interactive services  to support the growing consumer interest in innovative mobile offerings. 

The first of these, a new Mobile Voting Platform, launched this weekend in the form of a brand new web app for Dancing on Ice 2011. The web-connected voting platform, designed by MIG, enables consumers to buy credits for votes on shows via their internet-connected mobile devices. The Dancing on Ice 2011 voting web app utes this bespoke technology allowing viewers to purchase credit which they can then use to vote for their favourite celebrity skaters on the move.

“Our aim has always been to increase audience enjoyment of our programmes, to develop closer relationships with our viewers and to understand what drives interactivity and participation; to date MIG has been a trusted and valuable partner, carrying out a significant role in enabling us to do just that,” says Ann Cook, director of interactive and managing director of ITL, ITV plc. “Due to the complex nature of our business needs, with the end of the contract approaching, we ran a highly competitive tender process to ensure we had a partner that we could rely upon to deliver compliant services, over the next three years, as well as working with us on technological advancements and innovation in the mobile and digital landscape.”

MIG CEO Barry Houlihan says: “Over the past five years the role of mobile in driving loyalty, interactivity and audience participation has grown enormously and the aim of our partnership is to make sure we provide ITV with the tools, the technology, the knowledge, best practice and insight they need to continue to deliver shows that engage and entertain the nation. MIG is committed to developing new platforms and innovating with ITV in line with consumer demand shifting towards apps, mobile internet and smartphones.”