Interactive gaming company NetPlayTV has been made launch partner of a new teleshopping service on ITV1.
The deal, which begins next month, will see NetPlayTV provide interactive bingo and roulette games to The Zone, which is being trialled by ITV1 in a post-midlnight slot for six months.
The bingo-based show will be broadcast for approximately 30 minutes up to six nights per week on ITV1 starting after midnight.
NetPlayTV will also broadcast its existing Roulette Nation interactive gameshow in an additional 30-minute segment.
Martin Higginson, chief executive of NetPlayTV, said: "The agreement with ITV1 allows us to bring together a number of disciplines, from mobile to gaming, in the delivery of this exciting new transactional TV bingo show for a trial period.
"We believe transactional TV is here to stay and we have the ability to deliver a format that works," added Higginson.
William van Rest, controller of TV Shopping and Gaming at ITV, said: "Soft gaming products such as bingo are extremely popular among our audience."
