Monterosa creates live fan app for new series of I’m A Celebrity

The UK’s largest commercial broadcaster ITV has selected digital fan interaction technology company Monterosa to deliver the next generation of its I'm a Celebrity app when it returns for its 16th series in November.

The new app will mark repeat business for Monterosa, which has now been tasked by ITV to produce a modernised, versatile product that builds on the growing trend for live content and competitive social gaming. The new app will showcase a new live content grid with features, stories and a live play-along game to keep fans entertained both during the show and 24/7. It also includes a highly entertaining, all-new, 8-bit play along arcade game in partnership with headline sponsor, Aunt Bessie’s. Aunt Bessie’s and other advertisers will be able to capitalise on ITV’s AdSync formats, injecting interactivity into the app during ad breaks.

At the heart of the app is Monterosa’s LViS fan interaction platform and Fan Companion products. Fan Companion is a live native app framework designed for shows and events providing a real-time personalised experience that is claimed to deliver value through loyalty, engagement and brand activation for sponsors. By using LViS Monterosa says that ITV will have a ‘robust and engaging’ mobile app that will provide its millions of viewers with an unrivalled opportunity to remain even more engaged with the programme wherever they are, via exclusive experiences, gaming, quizzes, predictions and up-to-the-minute news.

Commenting on the contract, Athena Witter, ITV’s head of entertainment, comedy and drama, ITV Digital Studios - Online, said: “We are extremely happy to be working with Monterosa on our new app. We had an overwhelmingly positive response to free voting last year, with in excess of 56 million votes cast, and over a quarter of a billion total app interactions from our highly engaging play-along and content offering. We wanted to go even further, by enhancing what we can offer fans this year through targeted digital engagement and the use of Monterosa’s versatile platform we can continue to maintain our strong audience share and give our fans unprecedented levels of engaging content.”