In the UK, ITV has launched a broadband TV trial. The trial is aimed at viewers in the Brighton and Hastings area, and will encompass local news and weather, local films and music, an entertainment guide and much more. The trial will last for three months, and if the outcome is a success, the company plans to expand the local service to other parts of the UK.
This is the first commercial trial of broadband by a major UK television company. "We've beaten BT and the BBC [to trial broadband], and have something that'll knock their socks off. TV has come of age with ITV Local," said Lindsay Charlton, managing director of ITV Meridian. The BBC is trialling a limited broadband service, called iMP, currently.