In a move designed to make the most of its popular brands, a UK television network, ITV, is pairing up with online bingo company Jackpotjoy.com. The new partnership will have the Internet company's online bingo games widely advertised on the ITV website, www.ITV.com, as well as on the official websites of ITV's most watched TV shows.

The main audience for hit ITV series, such as “Coronation Street,” “Emmerdale,” and “I'm a Celebrity,” overlaps heavily with the demographic of typical online bingo players. The deal between the two companies thus provides mutual benefits, with Jackpot Joy gaining extensive market exposure and ITV raking in extra advertising revenues.

New players on Jackpot Joy's bingo sites can purchase cards for as little as 10 pence and have the opportunity to win up to £30,000.