For decades, networks have experimented with T-commerce — technologies that would allow viewers to act on impulse to buy the clothing, furniture and other items they see while watching a television show.
November 13, 2012|By Dawn C. Chmielewski
A new mobile application from Fox Broadcasting seeks to deliver on that promise, starting with tonight’s episode of its popular prime-time situation comedy “New Girl.”
The “Fox Now” app, initially available on the Apple Inc. iPad, synchronizes the tablet with the TV show and enables viewers to buy certain items that appear on screen (to start, a set of distinctive salt and pepper shakers and $119 bracelets worn by a character on the show).
“Every episode of some shows will have some merchandise associated with it, and the app will make it available for purchase,” said Hardie Tankersley, Fox’s vice president of platforms and innovation.
American Express sponsors the T-commerce feature — and offers its members a one-time $35 credit if they use an eligible card that has been linked through Facebook to make purchases through the app or at www.fox.com/shopping.
“It’s giving them an opportunity to get more of what they love,” said Lou Paskalis, vice president of global media and mobile marketing for American Express.
The elusive notion of turning the TV into a cash register has intrigued network executives since the days when NBC’s “Friends” sitcom ruled prime time, and technologists promoted the idea of viewers clicking a “buy” button on their remote controls to purchase Jennifer Aniston’s sweater.
But there has been plenty of trial and error.
ABC launched a Shop the Soaps initiative in 2002 that let fans go to the network’s website to purchase a pair of 14-karat gold, faux-diamond drop earrings worn by a character on “All My Children.” TiVo teamed up with Amazon.com in 2008 to allow subscribers to use their remote controls to buy new books featured on “Oprah.”
Guy Finley, executive director of the Media & Entertainment Services Alliance trade group, said an application developed for the FX show “Sons of Anarchy” — which viewers used to buy items such as $400 leather jackets sporting the series logo — demonstrated the idea finally has caught on with consumers.
“This is the future,” Finley said. “This is what we see as the opportunity around all these things.”
Tankersley said Fox’s television apps, which also are available through the Xbox game console, on Windows 8 devices, and will be coming soon to Android phones and tablets, allow some cable and satellite TV subscribers to watch full episodes of Fox shows a day after they’ve aired.
Fox also has developed supplemental material for those who use their iPad screens as a companion to their TV viewing.
Viewers who tune in to “Bones,” “New Girl,” “The Mindy Project,” “The X Factor,” “Glee,” “Fringe” and “American Dad!” can browse photos and videos, keep up with social media conversations about the shows, or share a funny line of dialogue with the press of a button.
“We think the experience of watching prime-time broadcast TV is inherently social,” said Tankersley,
“and we want to be able to grease the skids on that social experience.”
Caesars Interactive Entertainment, Inc. (CIE) and ACTV8.me, together with Insignia Sports & Entertainment, have joined forces to launch a fully interactive companion application to accompany original episodes of World Series of Poker (WSOP) Main Event telecasts on ESPN.
Beginning Tuesday night, anyone with an iPhone or iPad can download the WSOP-ACTV8 app and participate in the WSOP television program like never before. The app will be available on Android devices in the coming weeks.
Once users download the app, they will get to play along with the other viewers during the broadcast, as well as with professionals on the show. The app will recognize you are watching an original WSOP telecast and will engage you with interactive and social content.
“This app is tailor-made for the poker enthusiast,” said World Series of Poker Executive Director Ty Stewart. “It is a masterpiece of interactive ingenuity that we believe will bring a whole new dimension to viewers watching the WSOP on ESPN.”
Fans of So You Think You Can Dance, get excited for a new way to stay up-to-date with all of the contestants and the show!
Download and sync the app with the live broadcast or DVD recording of the show so you can get real time cast and crew tweets and access video clips of dance moves, behind-the-scenes interviews, prep and choreography as you watch!
Also, receive dance card alerts: song link, choreographer, contestant and music style for each routine as they happen live.And as soon as the show ends, you can vote for your favorite contestants right on your mobile phone app.
There will even be a leaderboard which you can move up on as you collect points and earn badges during the show.
So be sure to download the app before the next episode of SYTYCD Wednesday’s from 8:00-10:00 PM ET live/PT tape-delayed on FOX.
FOX and its recent acquisition Shine America, the content company, have worked with ACTV8.ME to launch a fully interactive second screen experience to accompany the third season of hit reality-competition series MasterChef, which airs Mondays and Tuesdays.
The app for iPhone and iPad (an Android version will be available in the coming weeks, the company said) will offer ancillary content like recipes; exclusive interviews with show judges Gordon Ramsay, Joe Bastianich and Graham Elliot; and quizzes and polls to better get to know the contestants.
Viewers also will be able to synchronise the app with the live show or DVR recording to enjoy real-time interaction with the show and other MasterChef fans. And, users can earn badges by watching and answering episodic trivia, download recipes from each episode, chat about the show in real-time via Twitter and Facebook, and watch quick video tips from the contestants. In addition, it features an in-app store, giving fans an easy way to purchase MasterChef merchandise.
“We’re always looking for new ways to enhance and extend the FOX experience for our viewers, and the MasterChef app is a perfect way to do that,” said Bill Bradford, senior vice president of digital media for Fox Broadcasting. “Not only does it give MasterChef fans new, creative ways to engage with their favorite show, but it also allows us to forge deeper connections with our audience.”
by: Michelle Clancy | 26-06-2012
ACTV8 has second-screen content deal with Mark Burnett
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