C4 debuts interactive service with Celebrity Big Brother

LONDON - Channel 4 has launched an interactive television service called Four Active that allows viewers access to extra content behind programmes, as well as interactive shopping.

Four Active launches on digital satellite following an agreement with BSkyB and can be accessed through the red interactive button. The service provides information and features on current and upcoming programmes as well as retail services. While in the Four Active service, viewers can continue to watch Channel 4 and E4 in one quarter of the screen.

Four Active launched with 'Celebrity Big Brother' and offers viewers the chance to watch alternative live video streams. The service was designed by Channel 44 and tentendigital and was developed by Sky's in-house interactive developers.

Gerry Bastable, managing director of digital services at Channel 4, said: "Viewers want the option of more interactivity on television. Having a permanent behind-screen presence also opens up exciting creative opportunities and makes great business sense."

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