ITV has launched its new-look website optimised for use on mobiles and tablets in order to offer viewers a multiplatform experience and the ability to navigate news and features.
The site, created by Made by Many to adopt a similar design to the ITV News website last year where users can scroll content, and also create a second screen experience where users can interact with live media in the form of polls, competitions and games.
Social media traffic is integrated to enable all content to be shared via Twitter, Facebook and Google+. Conversations about ITV content will be also published through a newsfeed on the site.
Users are able to navigate by scrolling through a stream of rich media content where video clips, images and articles can be viewed in real time.
Julian March, director of online, said: “We are delighted to be the first broadcaster to be launching a truly mobile first web experience to accompany our fantastic portfolio of programmes. The new itv.com will be the second screen for our shows, and is available on any device - be it tablet, mobile or desktop.
“We believe the platform will give viewers new ways to get closer to the programmes they love, and we look forward to rolling out engaging and interactive content for our audiences.”
ITV has also said that it plans to working closely with its advertising partners and sponsors to develop and trial new advertising formats and commercial opportunities for ITV.com.