Interactive production company Two Way TV has struck a deal with ITV that will see the company launching a range of red button services around ITV's programming. Two Way TV has been running red button services behind The X Factor and I'm A Celebrity Get Me… Out Of Here! for the broadcaster and the new deal will see many more of ITV's interactive services - already enjoyed by satellite subscribers - becoming available on UK cable.

This week sees the launch of ITV's 24/7 interactive menu on cable, enabling viewers – at any time of day – to get more information on featured programmes (such as The X Factor) and play big branded games such as Who Wants To Be a Millionaire. Next week sees the launch of This Morning – a service that lets cable viewers find out more about the features and guests on the show and enter daily competitions.

This is being followed up in the new year with a range of brand new services around major shows such as Dancing on Ice and Soapstar Superstar.

Ann Cook, controller of ITV interactive and ITV.com, said: "This latest initiative underlines our commitment to building interactive services and giving our cable audiences the same services as our Sky viewers. Two Way TV has a great track record for delivering on cable, so were our natural first choice.

Two Way TV's Commercial Director, Guy Templer, added: "Many of ITV's brands lend themselves really well to our interactive services. And, as a long-term partnership arrangement, we'll be able to experiment with a variety of new consumer propositions that really starts to drive the cable platform's capabilities – such as video-rich services."