UK’s ITV hopes to turn around fortunes with gambling show

UK's public sector broadcaster ITV, whose new chief executive Adam Crozier takes over from today, is introducing late-night gambling and shopping on its flagship channel ITV1 in an attempt to boost revenues from next month.

The 'Britain's Got Talent' broadcaster will run a six-month trial with Lancaster-based gaming firm NetPlay TV and home-shopping giant QVC to supply a daily two-hour programme, called The Zone, which will run after midnight.

ITV already runs similar services on its digital channels such as ITV2 and ITV4, but has only been allowed to launch The Zone on ITV1 after regulator Ofcom's decision last year to allow cash-strapped public service broadcasters to launch such services for the first time.

NetPlay TV, which also has deals with Five, Virgin and Scottish broadcaster STV, will offer bingo, roulette and Keno-style numbers games under its Challenge Jackpot brand on ITV.

"This is an exciting new development for ITV created by a change in regulatory rules," said William van Rest, controller of TV shopping and gaming at ITV. "We are keen to trial a range of opportunities to develop a potentially valuable new revenue stream."

ITV and NetPlay TV declined to comment about what revenues they expect to generate or how they will split the profits.