TV 2’s two-screen Tour experience
TV 2 Norway used the new Synchronized Companion App Framework in never.no’s Interactivity Suite during its live coverage of the Tour de France to enable a completely complementary and immersive two-screen experience. The results were impressive for the broadcaster too: the number of app downloads increased by 267% from 2010, while the number of paid VoD users increased by a whopping 533%.
The Synchronized Companion App Framework enables content to be delivered to a tablet, mobile device, or PC in sync with the action on the viewer’s television screen. TV 2 developed companion apps especially for the Tour de France, which viewers downloaded to their device before or during the race. Then, using never.no’s IS as a framework, TV 2 pushed moment-by-moment stats and other information to viewers to complement what was happening on the TV screen. In addition, never.no’s technology allowed producers in the studio to use the apps to interact with the audience via chat and viewer polls relevant to live events.
“There has never been a better way to provide a fully immersive two-screen experience, which enhances — rather than distract from — our core programming,” said Morten Jørs, managing editor of TV 2 Sporten. “The fact that we now have a tool that allows us to add value and engage our viewers as the action unfolds opens up a whole new world in terms of gaining and retaining audience share.”
Powered by the never.no IS, Synchronized Companion App Framework monitors frame-by-frame changes in broadcast programming or live production, and then uses the changes to trigger delivery of specified content to the second screen. Additionally the framework provides an active return channel to the broadcaster, making tablets, smartphones, and PCs the perfect peripherals for participation. By using the Synchronized Companion App Framework, broadcasters can develop distinctive, branded applications that push/pull relevant content to and from the second screen, building viewer engagement, loyalty, and value.
“It’s a privilege that our technology played a part in this industry first, and that we got to collaborate with TV 2 to make it happen,” said never.no CEO Lars Lauritzsen. “Throughout our long relationship with TV 2, they have always been the first to pioneer original viewer experiences and push innovation. TV 2 is truly a cutting-edge organization that sets the standard.”