ITV Studios Digital Productions today confirmed a ground-breaking commission by itv.com for exclusive digital content based around the UK’s favourite soap Coronation Street. Coronation Street’s website – www.itv.com/corrie – will host almost 100 minutes of premium new video content every month, featuring exclusive cast interviews, backstage footage and archive clips, in addition to episode summaries, sneak previews and character profiles, commissioned by Kate Bradshaw, Deputy MD & Head of Online Commissioning, ITV.
Every month the site attracts well over a million views of short-form video content and Digital Productions hope to further entice users with Corrie-specific mobile downloads and games later in the year.
The new www.itv.com/corrie website is the first of the major UK soaps to have character profiles in video format – with twenty already available and plans to roll out more throughout the year. In addition, the Quick Catch Ups allow fans to watch a condensed episode in just 3 minutes. There are also three strands of Video Exclusives: Cast Talk, which features Corrie’s top actors talking about current and forthcoming storylines; Backstage, which gives a behind-the-scenes glimpse into working on-set and Video Vault which celebrates Corrie’s rich archive.
Later this summer, ITV Studios, Digital Productions will pilot a brand new online series Street Talk which will be fronted by a famous fan and feature interviews with cast members, exclusive news stories, on-set gossip and sneak story previews – all hot off the cobbles! It illustrates Digital Productions’ commitment to making the Corrie site the first port-of-call for all fans of the Street. By the end of summer there will also be a robust mobile merchandise offering for www.itv.com/corrie that will include music ringtones, voice ringers and graphics that fans can purchase directly from the website.
Patricia Wagstaff, Director of ITV Digital Productions said “We’re delighted to be working with itv.com on another exciting and large-scale commission for one of the UK’s biggest TV shows. I believe our team consists of some of the best online producers and creative talents in UK digital production and through our close collaboration with production and press, we’re able to obtain unique access to talent, sets and crew. This latest announcement is a superb example of how the teams are deepening and enhancing the viewer experience, while also setting a very inspiring road-map for future digital commissions.”
Tobi de Graaff, Global Director TV Distribution at ITV Global Entertainment said “Our sales team represents the UK’s longest-running and most successful television series, but just like in the UK, our Coronation Street broadcasters around the world also want new ways to grow and engage audiences. Thanks to Patricia’s team, our international partners are getting a very exciting content proposition that provides their viewers with a 24/7 presence beyond the programme’s airtime.”
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