C4 launches online extension for Come Dine With Me

by Arif Durrani, mediaweek.co.uk 04-Nov-09, 10:50

LONDON - Channel 4 is set to increase its foray into digital media with the launch of an online social media extension for hit TV show Come Dine With Me on Sunday (9 November).

The broadcaster has commissioned real-time technology specialist Monterosa Productions to create an online "mass participation experience" for the cooking show through its social TV platform, Reac.tv.

The new platform will enable viewers to "rate, slate and debate" the show and to take part in an online play-along game while they watch on television.

Louise Brown, head of cross-platform commissioning at C4, said the new technology allows the broadcaster to "really enhance viewers' experience and enjoyment of the show".

Reac.tv and the live "second screen" experience will be trialled for the final four episodes of the current series of Come Dine With Me, including a celebrity special. If successful, Reac.tv will be considered for further episodes in 2010.

The deal follows Virgin Media Television being the first broadcaster to pilot Reac.tv, with the TV shows Four Weddings and the 12th series of America's Next Top Model.