The live draw of the UK National Lottery has returned to the primetime Saturday night TV schedule in partnership with commercial broadcaster ITV.
The first draw on ITV was held on Saturday (April 14th) in a 90-second slot during an ad break for Britain's Got Talent. It was presented by Stephen Mulhern, host of the reality contest's spin-off show Britain's Got More Talent, with a range of ITV presenters slated to host the draw in future.
ITV and Camelot will collaborate on a range of special concepts for draws, designed to better engage customers and give viewers the chance to win cash prizes. The draw will also be held during the channel's flagship Saturday night programming to ensure a large audience.
"We're hugely excited by this innovative commercial partnership," Camelot head of brand marketing Hayley Stringfellow said. "One of the outcomes of our recent strategic review was to make The National Lottery and its purpose far more relevant and visible – so what better way to do this than by partnering with ITV to deliver the results during some of the most popular primetime shows.
"People play The National Lottery to win life-changing prizes, but they sometimes forget that they also raise around £30m every week for UK Good Causes," she explained. "This partnership will deliver a range of exciting and engaging ways to shine a light on the difference National Lottery players make to the UK."
Simon Daglish, deputy managing director of ITV Commercial, added: "The National Lottery has been a big part of Saturday nights since 1994 and we're delighted to be bringing the Lotto results to viewers during ITV's flagship Saturday night entertainment shows.
"This new partnership is a natural fit to make our biggest audiences aware of The National Lottery's work."
The ITV deal ends the long running relationship between the National Lottery and state-owned broadcaster the BBC. Lottery draws were televised on BBC One from 1994 until January last year, when the channel dropped coverage of the National Lottery, relegating it to its on-demand streaming service BBC iPlayer.