[michael21]

http://www.broadcastnow.co.uk/news/m...028380.article

ITV is to take its Coronation Street social networking game offline at the end of July as it completes an overhaul of the ailing property.


It is understood that the commercial broadcaster’s agreement with Corrie Nation developer Enteraction has reached a conclusion and it is planning to appoint a new gaming company in “due course” to take the project forward.

Broadcast first reported issues with the Facebook and itv.com-hosted game in March, when it was described by a well-placed ITV source as a “massive failure” due to disappointing user numbers.

ITV has decided that taking Corrie Nation offline is necessary to make improvements and boost the quality of user experience. The game, the first of its kind devised for a British soap, will be relaunched next year.

It was originally conceived by the digital unit at ITV Studios, which was last year incorporated into the itv.com team headed up by managing director Robin Pembrooke.

Broadcast understands the online boss has been examining the game closely since it came under his remit and, although changes are needed, he is prepared to give it time to develop and grow.

An ITV spokeswoman said: “As part of our ongoing transformation strategy, we are exploring how users want to interact with all our key programme brands outside of the linear TV experience. As part of that process, we are planning to take Corrie Nation offline for further development in the summer.”

Current Corrie Nation users have been warned about the decision and will be consulted during the development process.