Football fans will be the stars of the show as ‘Video Cuppa’ application enables them to submit content in ITV4’s brand new show

Coull Ltd, the video technology company which enables brands to create revenue models from online communities, is to power ITV4’s brand new and exclusive programme, World Cuppa. Up to 50% of each hour long show, broadcast over the World Cup season, will feature user generated video content enabled by Coull’s coullvlogger application branded Video Cuppa. Sixteen episodes of World Cuppa will be screened on ITV4 from 10pm to 11:00pm daily from 9th June. This is the first time that a broadcast around a major sporting event has focused on fans interacting via user generated content (UGC).

Viewers will be able to upload content captured from their webcams and camcorders using Coull’s free to download Video Cuppa application, located on www.itv.com/worldcup. Using the Graphico designed website, viewers will also be able to place 3G video calls which will be posted on the website with the chance of being broadcast. Themed around tasks set by the presenters of World Cuppa the best five entries from each day will be broadcast on the show. All the other clips will be available to view through the dedicated portal.

The Video Cuppa application will be available to download from www.itv.com/worldcup. The software allows users to edit video in simple steps without the need for technical know-how.

ITV4 launches the initiative to engage viewers as well as maximise viewing figures of the new World Cuppa programme. Peter Mossman, head of production for ITV Consumer Interactive said: “Football fans are more passionate than ever during the World Cup. We hope that providing them with such an easy way to submit content will fuel the success of World Cuppa. Encouraging viewers to contribute to the programme is a terrific way for ITV4 to drive traffic to the website, boost viewing figures and test the market for future initiatives.”

Colin Ramsay, Head of ITV.com Online Sales, comments: “Generated by the fans, for the fans, the World Cuppa application is a thinking addition to our World Cup website, offering advertisers a unique opportunity to reach the most passionate and committed World Cup fans online. We are delighted to be able to offer our advertisers new and ground breaking opportunities integrated within such innovative and stimulating content.”

Coull will provide the application, license, hosting, streaming and UGC uploads. Coull will also analyse the success of the campaign by measuring:
• Number of uploads to www.worldcup.itv.com
• Visitor time spent on the website
• Visitor time spent on individual clips
• End user registration notes

Irfon Watkins, CEO at Coull, says: “Active communities can enhance loyalty but for the brand there must be a revenue opportunity. The growing demand for user generated content is providing brands with extra revenue streams that attract advertisers and sponsors. The simplicity of the videocuppa application has made it possible to engage users. Viewers can feel that they have personally contributed to the success of the program.”

The interaction with fans via video will also be incentivised with competitions run on the television programming, offering the chance to win football themed prizes.

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Editor’s notes

About Coull
Coull is a technology company that enables brands to bring together video, still images and text interactively to drive revenue from online communities.

The company has eight years experience helping brands, portals, publishers and broadcasters to brand and monetise online communities, using simplified production and posting of interactive video content on the internet.

Coull enables brands to monetise online communities via video by providing technology that enables branded sponsorship, advertising, competitions, events and the upload of video.
Based in Bristol, Coull employs some sixteen people and has an annual turnover of US$900,000. It also owns and operates a global network of dedicated load balanced streaming media servers.

Contact:
Charley Hayes
immediate future Ltd.
0845 408 2031
pressoffice@immediatefuture.co.uk

About Graphico

Graphico is a full service creative digital agency working internationally with a range of clients. Graphico was established in 1990 and remains independent. Graphico has a full time team of around 40 people and an annual turnover £3m. The company is accredited by Investors in People and is a member of the Direct Marketing Association and Mobile Data Association.

For more information contact:
Lynn Painter 016350 27972
07799 881480

Published on: 12:00AM on 12th June 2006