On Saturday 27 August, ITV will take all seven of its channels off the air for an hour. It’s doing so as part of an Olympics-inspired campaign to get people out of their comfy armchairs and doing some exercise instead.
The switch-off will happen between 9.30am and 10.30am, and apply across ITV, ITV2, ITV3, ITV4. ITVBe, ITV Encore and CITV. Anyone switching on one of those channels won't get their normal shows - they'll just get a message saying "We've gone running - why don't you join us?"
It's all part of a campaign called I Am Team GB. Organised by the National Lottery and ITV, and inspired by Great Britain's recent Olympics successes, it hopes to promote more participation in sport across the country.
In conjunction, more than 2,000 sports clubs will open their doors and allow people to take part in a new sport for free. ITV's soapiest sets will also be repurposed into impromptu sports centres - Coronation Street will host badminton, table tennis and a climbing wall, and Emmerdale will host a duathlon.
As is ITV's way, it's also gone looking for some help to promote the campaign - and when you're looking for relevant celebrities for a sports initiative, former Olympic long-jumper Greg Rutherford isn't exactly a giant leap.
Here's what he had to say: "You don't have to be an Olympian to be part of Team GB. There are going to be thousands of fun, free events across the country. Get involved and be part of Team GB."
Or you could just switch over to BBC Breakfast. But that's not really in the spirit of things, is it?
Source: The Independent
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