The show, which is being developed under the working title The Bank Raid, will also feature a playalong game and is due to launch in the new year, according to Channel 4’s commercial controller of Future Media and Advertising Ed Couchman.

Speaking at Thinkbox’s TV Mobile: Up Close and Personal event in London yesterday, Couchman said the aim of the show format is to create more integrated ad opportunities beyond TV and online ad synchronisation.

The broadcaster has been able to run synchronised dual-screen ads for The Million Pound Drop Live. It has done this with several advertisers including O2, which ran its biggest ever online-TV synchronised campaign on a TV gameshow as part of its overarching Thinking Of You Campaign.

The campaign, which ran during The Million Pound Drop Live, centred on a three-minute music video fronted by British rapper Tinnie Tempah, which ran on YouTube. Viewers of the Channel 4 TV show and players of the accompanying playalong game were then directed through to the YouTube channel to watch the video. Channel 4 then conducted a survey of 600 viewers who had interacted with both the TV and online ads, the results of which showed a 10% higher purchase consideration than those who viewed the TV ad alone.

“We think we can take it a step further than synchronising ads. We want to tie advertisers closer to the fabric of the game, and there are all sorts of possibilities we can explore around data, vouchers, ecommerce opportunities for advertisers,” said Couchman.

He also said it is keen to explore the commercial opportunities that may arise from its partnership with social TV app Zeebox for new show Desperate Scousewives.

The commercial opportunities around playalong, dual-screen game shows is also a focus for ITV, according to fellow speaker ITV’s head of mobile Richard Hicks.

The broadcaster is looking to launch a playalong game for Dancing on Ice in the new year, in which players will have the chance to become the final judge. The rise in connected TV uptake also opens up opportunities for ITV around synchronising ad spots, said Hicks.

However, he also warned against falling for the hype around dual-screen propositions. “Beware of the hype and be sure not to get caught up in creating dual-screen propositions that are distracting to the actual show and fragmenting the audience’s attention,” he said. “They still represent small reach.”

Meanwhile, Sky’s head of platform development and partnerships Tim Hussain, also speaking at the event, said the satellite broadcaster is also looking at ways of providing more interactive ad opportunities via its mobile Sky Go service, including clickable pre-rolls across video-on-demand content across the mobile service, which spans smartphones and tablets.

It is also looking to leverage its ownership of The Cloud Wi-Fi network by offering its subscribers TV programmes, such as Boardwark Empire, via the brand’s mobile apps in its hot spots. The broadcaster is also exploring options to offer brands geo-location targeting on the network and options to serve ads depending on the type of content users are consuming.