New app to interact with TV adverts
Millions of viewers will be able to download extra information from television adverts using a mobile app that identifies music.
ITV has signed a deal with Shazam, the company behind the app of the same name, to use it on selected commercials.
The app, which allows users to identify music being played around them, will let viewers interact with the special adverts to enter competitions, download music and get extra information about products.
It is already used in the United States, with more than half of the adverts in this year's Super Bowl being tied into the format.
Group commercial sales director at ITV Simon Daglish said: "Shazam's audio-recognition technology is at the forefront of the second screen movement which is transforming the way consumers interact with content including advertising.
"This exciting and exclusive partnership means that ITV is able to offer customers a real first for UK media and allow brands to innovate their spot campaigns and connect directly with audiences on a large scale."