ITV has signed a year-long deal with online distribution company webitpr, which will send out show clips and news.
Content will be sent as social media news releases, to a database of online editorial contacts and bloggers, and will be completely consumer-focused.
Social media news releases are already being used by the likes of Cisco and Belkin, the iPod accessory manufacturer, to reach consumers online in the US. Bloggers can easily add links and content to their Facebook mini-feeds.
"An increasing number of people are writing about our shows online and we need to do all we can to communicate effectively with them," said ITV new media publicist Ben Ayers.
"Social media releases help us reach out to journalists, bloggers and fans of our content who want video clips, links and social bookmarking tools which are quickly becoming web standard.
"If anybody should be using content dynamically, it's us," he added.
ITV is the first broadcaster to use these releases to coincide with existing communication methods. It has been engaging with people that write about ITV content for some time via fan forums and entertainment sites such as Digital Spy.
ITV programming includes Coronation Street and I'm a Celebrity Get Me Out of Here.
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