MIPTV News: Hell’s Kitchen, Four Weddings to get app companions

ITV Studios Global Entertainment has hooked up with Israeli cross media company Screenz to bring new apps for three of its biggest formats to MIPTV.

The dual screen apps for reality singing series Who Dares Sings, marriage-themed Four Weddings and cooking show Hell’s Kitchen, can be adapted for local markets, with the aim to extend the reach of the programming and offer broadcast partners more returns on their content.

The apps will feature content related to the shows such as the opportunity to sing along with songs featured in Who Dares Sings, rate weddings featured in Four Weddings and get recipes from Hell’s Kitchen.

Jean-Philippe Randisi, executive VP and director of consumer products, ITVSGE, said: “We are thrilled to be partnering with digital pioneer Screenz in this exciting initiative and look forward to offering a digital package to broadcasters that extends our offering, enhances viewer loyalty and turns TV show viewers into TV brand consumers.”

Yifat Fouchs, MD, Screenz Europe, added: “Our interactive dashboards, applications and online games have resulted in increased viewer involvement through Facebook hits, interactive participation and web visits. We look forward to seeing a similar uptake for these popular ITV Studios format shows.”