Channel 5 makes multi million pound online investment

LONDON - Channel 5 is making a multi-million pound investment in the development of its website, channel5.co.uk, and has appointed Wax New Media to head the project.

The move is part of a company-wide strategy to further increase the channel's integration with the emerging new media and move away from being solely a traditional broadcaster.

David Bainbridge, head of marketing at Channel 5, said: "The 5 website has already proved to be a huge success. However we need to give our viewers the opportunity to become more directly involved with the channel and its output.

He added: "Wax are outstanding strategic and creative thinkers and their ideas coupled with those of our programming and marketing departments will keep us one step ahead of our rivals when it comes to truly 'interactive' product."

Channel 5's marketing department will also be taking on two new staff to work on the development of the website with a view to further appointments later in the year.

Last month the site was the official host site for the theatrical release of Scream 3 and will this month screen a live webcast of the Scotland v Barbarians Rugby Union game - believed to be the first time a terrestrial channel has simulcast a live sports fixture.

This week 5 is launching an interactive game on its website to promote the new series of US cop show Martial Law. Players will be able to karate chop personalities such as Chris Evans and Carol Vorderman in the style of the show's star Sammo Hung.

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