ITV, the UK's largest commercial broadcaster, has signed an exclusive agreement with a small, Dublin based technology company in a move that should see substantially more digital programmes that encourage the viewer to `press the red button` to play along with the screen action.

An example is the onscreen quiz in which viewers can take part while watching Who Wants to be a Millionaire? Another is The Great British series, in which viewers were able to vote for the Briton of their choice.

emuse, the technology company, was founded in 1998 by Patrick Rainsford, an Irish entrepreneur. It is one of a small number of software houses with the skills to add interaction to games shows, reality programmes and quizzes making it possible for viewers to feel real involvement in the proceedings.

Jane Marshall, controller of ITVi, ITV's interactive brand, said the aim was entertainment: `We know our viewers like play-along formats and quizzes and with this deal emuse has enabled ITV commercially to exploit this opportunity. We are very excited about rolling out many more interactive entertainment formats.`

ITVi, launched in May 2003, has worked on a number of programmes with emuse, but the new agreement envisages much closer collaboration. Mr Rainsford said emuse staff would work with ITVi programme-makers from the initial stages of creating a new show. Independent producers making programmes for ITV will also have to collaborate with emuse for their interactive elements.

The intention is to overcome the gulf between the programme makers, the `creatives`, and the technologists which has, to date, meant that interactive elements such as online quizzes have been tacked on to programmes after the creatives have completed their work. Too often the join has been obvious.

Neither ITV nor emuse would yesterday speculate on the value of the deal, but it is understood to involve three- or four-way revenuesharing between ITV, emuse, the telecommunications company whose network carries viewers' responses back to the broadcaster, and possibly an independent program memaker.

About emuse technologies
Dublin-based emuse technologies was founded in 1998 by serial entrepreneur Patrick Rainsford to develop a suite of enabling technologies to service the burgeoning global interactive television market. emuse has now succeeded in creating, developing and patenting those technologies and aligning with key players in the arena. The company now employs 70 people and has built a world-class team of software, media, mobile, content, business and technology experts with offices in Dublin, London, and Tokyo, and LA. Web: www.emusetechnologies.com