Five has unveiled a new bingo show to broadcast online every weekday, which is designed to increase awareness of the firm's growing gaming operation.
Titled The FreeBingo Show, the hour-long programme will air at 11am every morning on Five's website. It will also be promoted on the main Five TV channel.
Produced by Two Way Media and presented by Charlie McArdle, the show will enable anyone over 18 to compete for cash prizes without charge.
Following recent changes instigated by Ofcom to the teleshopping regulations, Five has been driving forward various gaming initiatives.
Last month, it agreed a five-year deal with NetPlay TV to broadcast live interactive gambling show SuperCasino.com on late-night terrestrial television.
The broadcaster also recently partnered with listed firm PartyGaming to launch a range of branded bingo and casino e-gaming services.
Five head of digital media Jonathan Lewis said: "The business model that underpins commercial TV is changing and broadcasters must diversify their revenue streams.
"Gaming activities such as Five's online bingo and casino services are just one such example of how broadcasters can broaden their revenue base beyond traditional sources."
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