ITV gets kick out of World Cup combo with interactive stream; draws a million viewers to games

The World Cup is proving a successful opening gambit for U.K. commercial broadcaster ITV's dual-screen initiative that allows users to choose camera feeds, on-screen stats and social networking. More than one million viewers have interacted with the service through the World Cup's first week of action.

Across the first seven days of the competition the ITV Live experience saw a peak of 204,000 unique users for the Holland vs. Denmark match and an average of 130,000 unique users across all ITV games.

"We are thrilled that over a million football fans have enjoyed ITV Live so far and are very proud of being the only U.K. broadcaster offering this level of dual-screen experience," said Ben McOwen Wilson, Director of Online and Interactive, ITV. "ITV Live is a revolutionary proposition and as such we are refining the user experience daily as we learn more about how fans want to interact with this event."

ITV Live has been built and designed in partnership with live social TV specialists Monterosa, alongside Origin Digital. ITV and partners have worked closely with Akamai to optimize content delivery on ITV Live.

ITV is the biggest commercial television network in the U.K. and is made up of 15 regional licenses.

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