In Great Britain, terrestrial television broadcaster ITV has signed an agreement with Camelot Group to bring the public the latest news on the National Lottery though its ITV Local online channel.
The new ITV Local National Lottery Xtra channel can be accessed at ITVLocal.com/Lottery and will also feature films of Lottery-funded project in each region of the UK with content produced by Initial, part of Endemol UK, on behalf of Camelot.
Camelot operates the National Lottery and stated that users can look forward to unique and informative films on how some of the 300,000-plus grants awarded to date have benefited communities across the UK. In addition, the service will provide news on the latest draw results alongside details of unclaimed prizes.
“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.”
ITV Local is the major broadcaster’s interactive and next-generation local news service that also features weather, travel, entertainment and business listings tailored to specific areas. The service allows users to watch reports they missed from their region on demand over the Internet.
'This ground-breaking 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.