Emmerdale Becomes First Interactive Soap

25th December sees the launch of www.itv.com/emmerdale – the UK’s first fully interactive soap channel. The launch of the online channel coincides with the gruesome Christmas Day murder of Tom King and will allow viewers to follow the three month murder hunt both online and on-air.

Online users will be able to interact with a British soap in a way that has never been seen before, with the storylines running across both mediums in a completely synchronized and integrated way. The site will allow viewers to explore Emmerdale up close in their search for clues and has a number of key elements:

Virtual tour: The online audience will be able to virtually walk through the village and see Emmerdale up close for the first time. They will be able to pick up items and search for clues throughout the village, from a vase in Home Farm to a pint glass in the Woolpack for closer inspection.

Cast blogs and chats: There will be character blogs posted regularly on the site, giving viewers the chance to get the inside scoop on the murder hunt from the village’s perspective. Shadrach will be permanently positioned on his favourite bar stool in the Woolpack, waiting for questions. Who knows how much he knows about the murder…?

Cast emails: Online viewers will be able to receive weekly emails from their favourite villagers. Chock- full of gossip, secrets and hints about who the murderer may be.

The site is live for the duration of the Who Killed Tom King storyline and ITV will be supporting the launch with both on and offline activity including viral creatives and media partnerships.

Ann Cook, Controller of ITV.com and ITV Interactive comments, “This is an exciting move for ITV - a fully interactive online channel, a parallel world that mirrors all the action in one of the nation’s best loved soaps. ITV.com and the Emmerdale producers are working together to offer our viewers a fully integrated experience that will allow them to engage with all their favourite characters from the show.”

Kathleen Beedles, Emmerdale Series Producer adds, “I am thrilled that we’re involved in such a revolutionary development which will aid us to interact with our viewers on a whole new level. This demonstrates how Emmerdale continues to evolve and engage with its audience, remaining truly modern in its approach.”

Itv.com/emmerdale goes live on 25th December 2006 with previews from 27th November.