MIG Wins Extension of its Contract to Power Mobile Interactive TV Services for Channel 5

--Company Recently Launched New Platform, Secured Exclusive Three-Year Deal with ITV

Mobile Interactive Group (MIG), a UK-based company that specializes in enabling mobile phone-based interactive TV experiences, said Monday that it has secured a two-year renewal of its contract with UK commercial terrestrial broadcaster, Channel 5, to power all the latter's mobile interactive services. According to the company, the Channel 5 contract will see it:

  • Implementing a mobile CRM strategy to encourage viewer interactivity and drive viewer loyalty.
  • Driving participation in the broadcaster's flagship shows--including "Fifth Gear," "The Gadget Show," "CSI" and "NCSI"--via its recently launched Interactive Broadcast Platform.
  • Developing new interactive revenue-generation concepts for these and other shows.
  • Extending interactivity beyond SMS and traditional telephone services.

MIG, whose partnership with Channel 5 is now entering its fourth year, says that the renewal of the contract demonstrates viewers' continued desire to interact with TV programming via mobile. "Interactivity via mobile remains high on the agenda for Channel 5 and working with MIG ensures we are advised of key trends developing in the broadcast and entertainment market, whilst also benefiting from their expertise and technological innovations," Channel 5's commercial dev controller, Emma Derrick, said in a prepared statement. "MIG have played a pivotal role in implementing m-CRM and driving viewer loyalty. We look forward to developing new initiatives over the coming two years and creating further uplift in real-time viewer participation, whilst ensuring engaging and seamless customer journeys via mobile." Added MIG commercial director, Rob Weisz: "Having partnered with Channel 5 over the last four years, successfully implementing a range of mobile CRM programs and initiatives, we're delighted to continue working together. We have a collaborative relationship with Channel 5's interactive teams which has served us well; to open new revenue channels; to implement new formats to drive viewer interactivity; to advise on how consumers are increasingly watching TV whilst using a connected mobile device and highlighting how Channel 5 viewers can engage with show content."

MIG unveiled its new Interactive Broadcast Platform last month (see the article published on itvt.com, January 27th), Key features of the platform, according to the company, include live voting and polling; multiple options to purchase via a credit-based payment system; a real-time credit balance function; social media integration; the ability to watch live and view highlights; real-time opening and closing of all campaigns; and integration with all third-party vote systems. The company also recently announced an exclusive three-year deal with UK commercial terrestrial broadcaster, ITV (see the article published on itvt.com, January 27th).