ITV, the UK commercial television network, is planning to launch a fourth channel that will be based on interactive gaming.
As reported by C21Media, the new channel will consist of quiz and gaming shows based on pay-per-play and betting.
ITV recently appointed Debbie Mason, the founder of bingo based interactive gaming channel Avago, as interactive commissioner.
The network is already looking to schedule interactive gaming in late-night weekend slots. This could act as a test bed for the new channel to prove demand and provide cross promotion opportunities if it launches as expected later in 2005.