The UK commercial television network ITV is backing its new interactive brand with an advertising push and a number of new recruits.
Debbie Mason is leaving the Digital Interactive Television Group, DITG, to become interactive commissioner for ITVi, having set up a number of gaming and adult channels, including Avago and Live XXX TV.
Fiona Carter has been appointed assistant interactive commissioner, leaving her position at Culture Online.
Joining her will be former DITG marketing manager Tracy Ross, who becomes head of marketing for ITVi.
There will be a million pound marketing budget to promote the 24:7 red button service available to satellite viewers, with trails featuring ITVi mascot Dave the Pig.
The ITVi strategy is primarily focussed on revenue generation, including betting, premium rate telephony and text messages.