Dan and Dusty is ITV1’s latest occupant for the post-pub Friday night slot – thirteen weeks of bands, interviews and stand up designed to appeal to young drunk people. This time however, ITV have fronted the show with two puppets rather than the usual talentless presenter. I suppose they’re cheaper and the headlines in 3AM Girls will be less embarrassing.
Anyway, what has this got to do with convergence? That’s right – ITV have realised that young, drunk people who like music and comedy also like mobile phones … and mobile phones equal money.
Viewers can interact with the programme with their mobile phone in a number of ways. They can send text messages to the show’s agony aunt for live advice on “In Confidence”, and enter competitions for prizes. It should come as no surprise to Digital Lifestyles readers that there are wallpapers and ringtones to download as well.
The mobile service is provided by Mobileway and Watertrace. Bernadette Lyons, the managing director Mobileway UK, said: “By providing mobile services to a show that looks set to have all the qualities of a cult success, Watertrace and Mobileway are helping ITV create a truly interactive proposition for viewers.”MobileWay