UK National Lottery clinches primetime ITV slot
The UK’s National Lottery is to return to primetime Saturday night television after operator Camelot struck a deal with commercial broadcaster ITV.
UK public-service broadcaster the BBC has shown the results since the National Lottery launched in 1994, but has scaled back coverage in recent years, shifting the results show to its iPlayer streaming service.
ITV will now broadcast the Lotto results show during the advertising breaks of some of its leading Saturday night television programmes.
The initiative will launch tomorrow (Saturday), with a 90-second Lotto results show to feature in the ad break of ‘Britain’s Got Talent’.
Camelot said the new show will also be accompanied by various other features, including opportunities for members of the public to win cash prizes.
Hayley Stringfellow, head of brand marketing at Camelot, said: “One of the outcomes of our recent strategic review was to make The National Lottery and its purpose far more relevant and visible – so what better way to do this than by partnering with ITV to deliver the results during some of the most popular primetime shows.
“People play The National Lottery to win life-changing prizes, but they sometimes forget that they also raise around £30 million every week for UK Good Causes.
“This partnership will deliver a range of exciting and engaging ways to shine a light on the difference National Lottery players make to the UK.”
Simon Daglish, deputy managing director at ITV commercial, added: “The National Lottery has been a big part of Saturday nights since 1994 and we’re delighted to be bringing the Lotto results to viewers during ITV’s flagship Saturday night entertainment shows.
“This new partnership is a natural fit to make our biggest audiences aware of The National Lottery’s work.”
The actual draw will not be broadcast on ITV, but will be available to view on the National Lottery’s official channel on video-sharing website YouTube.
Results will still be read out on the BBC four nights a week.
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