British terrestrial broadcaster ITV has teamed up with Camelot to launch a new online channel featuring the latest lottery news and films of lottery-funded projects in each UK region through its ITV Local service.
The new ITV Local National Lottery Xtra channel can be accessed at ITVLocal.com/Lottery and features content produced by Initial, a subsidiary of Endemol UK, on behalf of Camelot. It is to serve as an additional platform for Camelot’s National Lottery Xtra service and will feature unique films on how some of the over 300,000 National Lottery grants awarded have benefited communities across the UK along with news on the latest draw results.
The new channel is to also highlight details of unclaimed prizes to help ensure lucky winners have the best chance of being found.
'This groundbreaking partnership provides the ideal platform to showcase some of the thousands of community projects that have been funded by The National Lottery and is another example of ITV Local’s unique ability to inform users about what’s going on in their area at the click of a mouse,” said Craig Nayman, Commercial Director for ITV Local.
Established as an interactive, next-generation local news service, ITV Local features on-demand weather, travel, entertainment and business listings tailored to suit each region.
“The new National Lottery Xtra channel on ITV Local will build on the success of the service on Freeview Channel 45, on Top Up TV video on demand and on The National Lottery website at National-Lottery.co.uk/TV,” said Martyn Fox, Controller of Broadcast for Camelot.
“It will give ITV Local users a real insight into how the £21 billion-plus The National Lottery has so far raised for good causes has funded the largest programme of civic and social regeneration since the 19th Century.”