The core iTV service, running on the Sky digital platform, will form the backbone of the interactive services planned across the MTV-branded channels in 2003.
The service will be made up of three areas: Feed, Blag and Bitch.
Feed will offer viewers celebrity news and gossip. Blag users can win prizes by answering five questions in a row out of a possible 10. Upon entering a contact phone number using the remote control, the viewer will be given a password to access a secret area on the MTV website to play a game called 'Feed Me'. The Bitch area includes the chance for viewers to decide whether a particular artist or video stays on the MTV playlist.
The look and feel of the service will be adapted to suit the programme currently airing on the channel. For example, if there is a documentary about Kylie Minogue showing on MTV, the iTV service will be adapted to feature the latest news and gossip on Kylie along with the chance to win Kylie merchandise.
Chris Sice, vice-president of programming and development for all MTV branded channels, said: "By introducing iTV to MTV UK we will give our viewers the total MTV experience by connecting them to the programmes they see on screen. The iTV service will give viewers even more direct involvement in the channel building and retaining MTV's leadership and, ultimately, ratings."
MTV Networks UK has a portfolio of seven music channels: MTV, MTV Hits, MTV Base, MTV Dance, MTV2, VH1 and VH1 Classic.
The MTV iTV service has been built by software firm NDS.
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