ITV Play (channel)

ITV Play (channel)

ITV Play was a 24/7 participation television channel in the United Kingdom owned by ITV plc. The ITV Play name continued on the ITV Network until December 2007.

It was launched as a standalone channel on Freeview (taking on the slot which was previously occupied by the Men & Motors channel) on 19 April 2006 and started broadcasting on the Sky platform on 24 July 2006.

The ITV Play channel was created in response to and hoping to cash in on the popularity of late night quiz shows on the ITV Network and ITV2 such as Quizmania and The Mint. ITV Play also offered additional gambling services on their website.

It cost at least 75p per call to participate. This charge was made even if the caller was not put through to the studio. A free entry route was available through the website. Users were restricted to 150 calls/web entries in a 24 hour period. At peak times callers had a 1 in 8500 chance of getting through to the studio to play.