10 Groups, ConnecTV To Offer 2nd Screen

The partnership will offer a "second screen" app in early 2012, allowing viewers to tap into related content and swap comments with friends watching the same broadcast TV show at the same time. Broadcasters hope the app with lead to increased revenue, greater engagement and better tune-in promotion. Participating station groups include those of Pearl, the joint venture formed last year to pursue the mobile DTV business. They include Belo, Cox, Scripps, Gannett, Hearst Television, Media General, Meredith, Post-Newsweek and Raycom.
TVNewsCheck,

Broadcast TV viewers may soon be able to sync up their tablets and other computers with whatever show they are watching and tap into related information and swap comments with friends watching at the same time.

That's the "second screen" service envisioned by 10 TV station groups and ConnecTV, an Emeryville, Calif.-based startup that has developed the enabling app. If all goes well in current beta testing, it will become widely available sometime in January.

Story continues after the ad

The participating station groups comprise the nine that formed the Pearl joint venture in 2010 to pursue the mobile DTV business — Belo Corp., Cox Media Group, E.W. Scripps, Gannett Broadcasting, Hearst Television, Media General, Meredith, Post-Newsweek Stations and Raycom Media — along with Barrington Broadcasting.

The groups comprise 201 stations, covering 45 of the top 50 markets and about two-thirds of U.S. TV households.

"We could see the TV ecosystem evolving around us and we wanted to get out in front and seize the initiative and capitalize on the opportunity born from the digital disruption," said Roger Keating, who heads digital media at Hearst Television as an SVP and is a spokesman for the Pearl group.

"As any product in beta, there are some bugs we want to chase out. But those who have participated in the betas come away keenly aware of just how transformative this product could be."

According to Keating, the participating broadcasters hope the service will become a new source of advertising revenue and a tool for promoting shows and for increasing program engagement and viewership.

The broadcasters have forged a multi-year partnership with ConnecTV and some of the Pearl groups have taken an equity position in ConnecTV, Keating said. He declined to identify which ones, although he suggested that Hearst was among them by noting that he  would sit on the ConnecTV board.

With the free ConnecTV app downloaded and installed, computers in the same room as a TV will be able to identify what TV station in on by listening to the audio. Within seconds, the app will provide related program and advertising content as well as an interface for interacting with other invited viewers.

ConnecTV is supplying the ancillary content. "Based on what's playing, you will see news, trivia, instant polls," said Ian Aaron, co-founder of ConnecTV. "You don't have to do anything to let your iPad or PC know what you are watching," he added. "You don't have to type anything or search for any information. All of these things just happen automatically."

For instance, said Aaron, if the viewer is watching Dancing with the Stars, she may find backgrounders on the celebrities and the story lines leading up to the night when she first tunes in. "And when Ricki Lake is up and dancing, you'll see more articles about her."

According to Aaron, ConnecTV is drawing from a variety of sources for the related content. Right now, there are 13 sources including STATS LLC and the Associated Press.

The other dimension of ConnecTV is social media, said Aaron. A portion of the app screen is dedicated to what others are saying about the show as it airs, he said.

The app also syncs up with Facebook pages, he said. "Your friends will know when you have checked into a particular program and you'll have the ability to invite them in to watch with you.

"So, if you just want to sit back and see more information or what people are talking about on the social thread, great. If you want to share it with your friends at the touch of a button or if you want to chat about a show, you can do more engagement. It's really up to the user."

The added revenue will come from banner ads and from links on the app that will appear when related spots on showing on TV.

TV spots can pitch a product with "amazing sight and sound," but it's strictly one way, Keating said. "With the synchronized overlay on the second screen, we can turn that one-way communication into a two-way communication where leads get generated, directions [to retailers] are given and inventory is revealed. We think it's going to be a very valuable addition to our advertising arsenal."

Keating and Aaron also stressed the value of the app for promoting upcoming shows of interest to the user and for increasing engagement with, and viewership of, shows.

"The ability to tap into the viewers' social fabric and have them blast out to their friends and followers, 'Hey, I'm watching the following show and it's pretty amazing; why don't you join me' is a an opportunity that helps remind people of the incredible content that every day, every night is flowing out over our airwaves," said Keating.

When the app first becomes available, ConnecTV will rely on whatever related content it can assemble on its own. But Keating and Aaron are betting that the broadcast networks and producers will eventually make available to ConnecTV the same content that they now generate for their show-specific apps.

Continued on page 2…
Edit Article

Tags

Comments (2) -

Peter Bright posted 3 months ago
|
There is no way but up for this digital tool and broadcast television. Peter Bright
PhoenixNews Nickname posted 3 months ago
|
How is this any different from existing second screen apps like TunerFish, GetGlue, Miso, etc.? Not to mention the upcoming release of Verbs in Facebook, which is expected to throw a big bucket of cold water on this niche social space. This sounds like another example of broadcasters showing up to the technology party about two years too late. You'd think we would have learned our lesson after we all spent the last two years chasing after Groupon. Now Groupon IPO'ed this month with a market cap of $15 Billion and exactly how much revenue have we collectively generated with our myriad of Groupon knock-off's? When it comes to technology, we need to innovate not duplicate. http://www.intomobile.com/2011/09/22/verbs-facebook-status-updates-end-apps-like-miso-and-getglue/

Today's Top Stories

Classifieds

The Market

Symbol Last Change (%)
Nasdaq 2933.17 -15.40 (-0.52%)
NYSE 8094.39 +0.00 (+0.00)
S&P 500 1357.66 -4.55 (-0.33%)
Updated 02/22 8:04p ET Quotes delayed at least 20 mins.
Source: Financial Content

Ratings

Overnights, adults 18-49 for February 21, 2012
  • 1.
    2.9/8
  • 2.
    2.8/7
  • 3.
    2.1/5
  • 4.
    1.7/4
  • 5.
    1.4/4
  • 6.
    0.5/1
Source: Nielsen
Reviews
Opinions
Features
  • Hank Stuever

    Clinton, a four-hour PBS American Experience documentary, is an honest but sometimes tediously predictable exercise in the further Wikipedia-ing and storage-packing of those years. Whether intentional or subliminal, the film conveys the obvious and completely mortal recognition of time's inevitable passage, but not much else.

  • David Knowles

    Nancy Buriski's HBO documentary The Loving Story chronicles the lives of Richard and Mildred Loving, the interracial couple whose court case brought down the last remaining miscegenation laws in the United States. The Loving Story is a perfect time capsule that illuminates the racist past of our country with a uniquely personal and poignant emphasis. It's a film that will continue to be enjoyed whether viewed on Valentine's Day, during Black History Month or any other time of year.

  • Neil Genzlinger

    Smash, NBC’s series about backstage Broadway, comes with New York and Hollywood names off screen (Steven Spielberg, Therese Rebeck) and on (Debra Messing and Brian d’Arcy James). Given that pedigree, you’re expecting to be bowled over by the pilot, but it ends up feeling like a collage of devices from the zillions of previous backstage plays, musicals and movies. However, be patient — Smash gets better as it goes along and by Episode 3 it shows signs of becoming an addictive pleasure along the lines of this season’s Revenge.

  • Lori Rackl

    Pop some Dramamine before watching ABC's new horror series, The River, because the shaky camera work is more likely to make you seasick than scared. You can, however, skip the sleeping pill. The River's two-hour premiere should suffice. Billed as a thriller, the show tries hard to be terrifying and eerie in a Paranormal Activity kind of way. It ends up being hokey and, even worse, boring.

  • Robert Lloyd

    Keegan-Michael Key and Jordan Peele, veterans of Fox's sketch comedy MADtv, have a new series of their own, Comedy Central's Key & Peele. It is a genial, at times almost genteel, half-hour in which the pair's obvious niceness shines through even their more pugnacious characters. (Key's version of road rage is to shout, "Selfish!") In a roundabout way, that's the point. The sketches are consistently smart and smartly acted and flow easily from ordinary premises to weird conclusions.

This advertisement will close automatically in  second(s). You will see this ad no more than once a day. Skip ad