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Introduction

This Morning is ITV's daily flagship show hosted by the darlings of daytime telly, Phillip Schofield and Holly Willoughby.  A fast-paced magazine show, ITV needed a website for This Morning which supported it - allowing ITV to drive live audience engagement via the web.

Brief

Numiko and Mydesignclub were approached to give the This Morning website a total overhaul, allowing viewers  to participate with show by having access to special features and content 24/7.  The site needed to become a hub of activity, extending the brand and creating revenue streams for clients and commercial partners.  

Solution

Numiko built a robust Drupal site for ITV to manage their huge amounts of content and allow maximum flexibility for editorial teams so they could easily select popular features, votes and interactive content to support the daily show and guests.

The site includes extensive video-on-demand content, behind the scenes features, presenter and expert blogs and live webchats.  It also provides an archive of old content for users such as recipes, tips and advice.  

Results

Since relaunch last September, the site has gained an average of 850,000 monthly unique users – a 42% year-on-year rise – with an average of 2m videos viewed a month, up 173%. Facebook fans have risen by over 180,000 to 234,000.

Awards

The This Morning hub picked up the NMA Effectiveness Media award for its activity which tied together TV and online audiences. 

Judges loved how the site now encourages viewer input and said the relationship between show and website 'works fantastically'.