Overhauling ITV & I’m a Celeb’s Audience Participation via UGC

Challenge

Following its rebranding, “I’m A Celebrity…Unpacked” aimed to revolutionise the companion show format by creating a more engaging viewing experience. The production team sought to build deeper connections with their young, digitally native audience by making the audience’s input and reactions an integral part of the broadcast. This required a robust content moderation platform that could seamlessly integrate user generated content (UGC) from multiple social media platforms in real-time.

Solution

Dizplai partnered with the show to implement a comprehensive audience participation system. Our platform provided multi-platform social media integration covering Facebook, WhatsApp, Twitter, and Instagram, allowing producers to source and display a range of ugc such as voice notes and social media posts.

The solution also included real-time poll integration from the show’s app to create a truly interactive second screen experience. This holistic approach turned the companion show into a comprehensive interactive media experience, enabling viewers to influence the show’s content narratives and engage with the hosts in a dynamic and meaningful way.

Results

The partnership successfully delivered impressive results, demonstrating how traditional TV formats can be reimagined for modern audience expectations, leading to:

• The show secured its position as ITV’s highest-rated entertainment show of 2024.
• It achieved 82% viewership among the crucial 16-34 demographic, becoming ITV’s most popular program for young viewers.
• The solution successfully transformed passive viewers into active participants, creating a sustainable model for future audience engagement.