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As Head of Interactive TV, Elliott is responsible for creating brilliantly simple customer-facing digital journeys through the Sky set-top box utilising advanced algorithms and architecture based on data and customer experience. Interactive TV enhances the viewing experience for Sky subscribers and is also a platform for sales, services and advertising. Prior to joining Sky, Elliott was an unscripted television producer and series produced TV shows for Channel 5, Living TV and CBS International. After a career of producing he was the co-founder and director of a social networking website for Entertainment industry professionals, which after 4 years was acquired by a private investor. Elliott's content and digital expertise combined when he joined Cellcast PLC, one of the world's first and largest interactive TV broadcasters, and produced several live and pre-recorded interactive TV shows on Sky, Freeview, and Freesat in the UK together with launching a new interactive channel for eTV in South Africa.