emuse technologies is delighted to work once again with Granada plc, the largest and most successful media company in the UK's commercial television sector. Following the huge success of the interactive content featured on the last “I’m A Celebrity…Get Me Out Of Here!” in May 2003, Granada is once again employing emuse’s Modelstream suite of tools to create the interactive content for the next series aired at the end of this month in the New Year.

The show was an enormous success when last broadcast reaching up to 12 million viewers. The interactive content, developed and deployed by Modelstream, also had a huge number of viewers many of whom actively used the interactive features. In addition, a significant percentage of voting took place interactively.

“Modelstream continues to present an excellent ROI and allows us to retain total creative and financial control. This reduces cost, risk and time and eliminates interaction with third parties” says Justin Judd, Controller of Granada Interactive. He continues, “We have a strong commitment to producing quality interactive programming and working with Modelstream enables us to do just that.” He concludes “We continue to evaluate the various solutions worldwide and still believe that Modelstream is the most robust, highly advanced tool available anywhere”

Patrick Rainsford, CEO emuse technologies says “We are thrilled to be working on such a high profile project for the second time. Modelstream has again proved that it is time and cost efficient and the ideal suite of tools to enable programmers control their own interactive output.” He continues, “It is most gratifying to have a broadcaster, the calibre of Granada, reaffirm its confidence in Modelstream and in emuse. We look forward to working on the show and further involving the UK viewing public in what promises to be superb interactive programming”

About emuse technologies

Dublin-based emuse technologies was founded in 1998 by serial entrepreneur Patrick Rainsford to develop a suite of enabling technologies to service the burgeoning global interactive television market. Five years on emuse has succeeded in creating, developing and patenting those technologies. The company now employs 55 people and has built a world beating team of software, media, business and technology experts with offices in Dublin, London, Los Angeles and Tokyo. Modelstream® was recently chosen again by Granada for its “I’m a Celebrity - get me out of here!” reality TV show broadcast on ITV.


For further information please contact:

Tom Beston/ Cathy Maher

Herald Communications

020 7340 6300

tbeston@heraldcommunications.com / cmaher@heraldcommunications.com

About Granada plc
Granada plc is the largest and most successful media company in the UK's commercial television sector. In 2001 it produced over 9,000 hours of programmes, 1,500 hours of which were for ITV, the UK's national commercial network. Granada also supplies other UK and international broadcasters, selling to 120 countries around the world. It currently owns seven major ITV licences covering 15 million homes. The interactive division was set up to meet the growing demand for content across Interactive TV, Internet and Mobile platforms and is dedicated to identifying ways to maximise Granada's traditional production and distribution strengths in these new areas. www.itv.com\celebrity

Published on: 12:00AM on 12th January 2004