It has partnered with McDonald's, Littlewoods Leisure and Lycos UK for the project, which is the largest new-media initiative that Granada Interactive has undertaken to date.
The web site (www.itv.com/popstars) will feature community and chatrooms with Lycos UK, which is also handling a viral marketing campaign.
McDonald's is to receive extensive web site branding, integration with online and offline promotional activity and involvement in a mobile campaign as part of its £4m cross-media sponsorship deal with the reality TV show.
Interactive TV elements will enable viewers to vote for contestants.
They will also have access to themed games. Some of these games are being developed with Littlewoods Leisure, including a dancing karaoke game synchronised with a music stream from the live TV show. Littlewoods Leisure will also be the official betting operator for the show.
A live streamed online video and text chat with contestants in the 'green' room, which may include a link-up with Teletext, is being considered as a tie-in with the TV broadcast.
A Popstars mobile phone package will offer news updates. Ringtones, celebrity voicemail and SMS voting are being considered. A Fantasy Pop Manager game will run across mobile, web and iTV platforms.
"This show is far more interactive than the first series and we want to make it accessible across as many platforms as possible, said Katrina Moran, head of content at Granada Interactive.
.jpg)
.jpg)