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ITN to launch news channel with ntl.

ITN is to launch what it claims will be the world’s first fully convergent digital news channel at the end of the summer.

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ITN is to launch what it claims will be the world’s first fully

convergent digital news channel at the end of the summer.



Known as ITN News Channel, it will be free to air and entirely supported

by advertising.



The channel, which is a joint venture with ntl, will be accessible across

a range of platforms, including television, digital radio, PCs, mobile

phones and laptops. It will hold interactive content offering direct

access to additional information, pictures and graphics.



More than 13 million people will be able to access the channel from home,

including all ntl analogue and digital viewers, former CWC digital

viewers, Telewest digital viewers, digital satellite viewers and, at

breakfast time, all digital TV viewers. It will also be available on video

and audio screens on ITN’s site, itn.co.uk. Towards the end of the year,

it will be offered as audio and text on Orange WAP phones.



In partnership with Psion and Unique Interactive, the audio service with

text and web-style pages will be available to laptops at the end of

September from Psion Wayfinder.



ITN chief executive Stewart Purvis said: ”This is the right environment

for advertisers. It will attract younger people than those drawn to

traditional news services.”



He added: ”Our research shows that cross-channel selling is of interest to

media buyers because they can plan an ad campaign across platforms.”



This article was first published on marketingmagazine.co.uk

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