Seventy Seven and Brew set to launch ITV social television initiative for the World Cup

Seventy Seven PR and sister digital agency Brew have been appointed to help launch's digital World Cup initiative, ITV Live.

Social television: ITV Live set to launch for World Cup
Social television: ITV Live set to launch for World Cup

The service has been created to coincide with the start of the first 2010 World Cup match on 11 June. It will enable viewers to watch action replays, real-time statistics, polls and to chat while the game plays on a central screen.

Social media platform Facebook will be one of the interactive content options, allowing users to access and chat with their personal networks while watching games. Twitter will be added as an option at a later date.

The agencies will use traditional media coupled with blogger outreach and social media to raise awareness of the social TV platform.

Seventy Seven PR managing partner Alan Twigg said: 'We will be demonstrating the ITV Live service directly to a series of key bloggers, a range of media in the technology and sporting worlds, in groups and one-to-one.

Social media will also play an important role. A Facebook feed, via ITV Live's interface, and a Twitter channel will be used to promote the service.'

Social media and online engagement manager for ITV Ben Ayers said: 'We are very keen to share these new levels of user interactivity. We see this as the future for many major ITV events.'

The platform was created in partnership with social TV specialists Monterosa and will be free to access.

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