ITV pins celebrities against viewers in new game show 'Don't Ask Me Ask Britain'

ITV premiered the new live interactive game show "Don't Ask Me Ask Britain" in which celebrity teams try to guess the answers the viewers vote via the app.

On April 18th, ITV premiered its new live interactive game show "Don't Ask Me Ask Britain", which asks British viewers to participate via the 'Don't Ask Me Ask Britain' app in real time. The app enables viewers to state their opinion on different moral dilemmas. The two celebrity teams on the show then have to guess the viewers' opinions. The app was made available for Android and iOS devices as of March 23, 2017.

On opening the app users first have to select their region. During the live broadcast of the show, host Alexander Armstrong addresses the viewers at home directly posing a multiple-choice question on moral dilemmas or topical subjects such as politics. Users then have the chance to answer the question on the app. It they don't feel comfortable answering a question, they can simply skip it.

During the voting, the celebrity teams on the show discuss the possible outcome and try to second guess the general opinion of the voting viewers. Once the voting is over, the outcome is revealed on the show as well as within the app. The show consists of several rounds with one question each. The team that guessed correctly wins points according to the percentage of participants who voted for that chosen answer.

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Lana Zöllner is a research analyst at VAST MEDIA, a media research and consulting company based in Berlin that provides international television industry leaders with qualitative competitive market analysis of digital entertainment and content marketing. These posts are based on their platform VAST BUZZ which contains thousands of these cases studies.