Discovery Networks International (DNI) has revealed plans to bring a new social TV app it has been testing in Latin America over to key European markets.
The second-screen app stimulates viewer engagement by posing questions on a show currently airing or providing relevant anecdotes and facts, and then encouraging viewers to post answers and comments via their Facebook or Twitter account, which can be included in a broadcast.
The main broadcast also includes on-screen banners to provide context to viewers who are not engaging with content on a second-screen device – a thoughtful way of ensuring that all viewers can be involved in the process.
It has already been tested in unspecified markets in Latin America with the show ‘Say Yes to the Dress’ on Discovery Home & Health, and will now be rolled out to other markets including Brazil, the UK, Germany and Italy.
“The main difference from other social experiences is that in our case the conversation doesn’t take place in isolation,” said Danny Bolivar, director of social media at Discovery Networks International. “We are literally conversing with our viewers to make sure that their television experience is relevant, with the idea in the future of allowing our fans to speak with the on-air talent as well.”