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ITV preps ‘world’s first’ 4D World Cup broadcast

ITV has created a Brazilian-themed World Cup fan park called Fever Pitch where it will televise a 4D experience to fans, in what the broadcaster is calling a ‘world first’.

On 19 June for the England versus Uruguay match, the park, which is located on the old Granada studios site in Manchester, will deliver a “full sensory experience” to the thousands of fans in the stadium.

Throughout the free broadcast fans will be taken on a “fragrance journey” where a variety of different smells, including the beaches of Brazil to the grass at the Arena de Sao Paulo stadium, will be released to the audience.

The experience, created and promoted by Hometown, also involves an online poll when the public can vote for “unique English smells” such as chips by the sea or or a cup of tea. The most popular smell will be released at the event during the pre-match National Anthem, followed by other smells at key points in the match, such as half time oranges and "victory champagne" if England wins the game.

Paul Ridsdale, head of marketing for ITV said: “We want our coverage of the World Cup to be as immersive as possible and ITV Fever Pitch is the centre piece of that. By creating this unique 4D broadcast we hope to give visitors a truly unforgettable experience, whatever the result. We appointed Hometown as they understood what we are trying to achieve and their ideas stood out while fitting perfectly with ITV’s emotionally-charged World Cup campaign and ethos.”