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Well it appears they have been incredibly successful. In a recent press release, ITV unveiled the first round of numbers - and more than one million viewers interacted with ITV Live across the first week of the FIFA World Cup 2010.
Ben McOwen Wilson, Director of Online and Interactive, ITV said:
“We are thrilled that over a million football fans have enjoyed ITV Live so far and are very proud of being the only UK broadcaster offering this level of dual-screen experience for the FIFA World Cup 2010. 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 optimise content delivery on ITV Live through their High Demand (HD) network.
The exclusive live online companion, which builds on the growing trend of enjoying the action on the big screen while interacting online, combines action replays, real-time statistics, voting tools and instant comments from fans and experts, with live video all, in one online hub. Users can select from a range of tools including event highlights; statistics -provided by OPTA; voting, polls and chat.
Across the first seven days of the competition the ITV Live experience saw a peak of 204k unique users for the Holland v Denmark match and an average of 130k unique users across all ITV games. Across the two peak-time England matches so far the service saw 90k unique users for England v USA and 121k unique users for England v Algeria.
Live streaming of games across the site in the first week, both within the ITV Live experience and at ITV.com/ITV1, saw a peak of 94k streams during the first round clash between Argentina and South Korea. Over the first seven days the ITV FIFA World Cup iPhone app was downloaded 355k times.