ITV has appointed yellowBird, a specialist production company, to create a live feed to the 'This Morning' website, that lets viewers watch the show from any angle.
As part of its interactive drive ITV is encouraging viewers to use Facebook, Twittter and Skype to interact with the show.
It has also started to promote the new 'This Morning Food App', featuring exclusive recipes and tips from Phil Vickery and Gizzi Erskine, the show's celebrity chefs.
The app, which costs £2.99 on the iPhone and £3.99 on the iPad, provides users with five video guides and 15 recipes. Users can upgrade the app to receive up to 20 videos and 45 recipes. It also features a timer and conversion calculator.
Robin Pembrooke, managing director of ITV Online and On Demand, said: "The release of the This Morning Food App is a significant step forward in getting new services linked to ITV programme brands onto mobile devices."
Last week (11 May), ITV said in an interim management statement its TV advertising revenues rose 12% in the first quarter, ahead of a market up 10%, helping overall revenues to climb 11% to £500m.