At Apps World, London
Branded TV apps help parents feel more secure about letting young children access TV content online, says Phillip O’Ferrall, Senior Vice President, Viacom.
In the course of a keynote at this morning’s Apps World at London’s ExCel, entitled “The ‘mobile first’ media and entertainment environment,” O’Ferrall detailed the strategy and various successful usages of apps and mobile supplements by the content giant, and stressed how apps tailored for young viewers provided parents with controlled portals to the internet.
“It’s not just about young adults,” explained O’Farrell, in the course of a lively morning at the event’s TV and Multi-screen Apps stream. “It’s also about much younger kids. We have a number of different apps that we’ve launched that we feel, or parents feel, are a much safer environment for their kids, rather than just being on the open internet on their tablet. To have an app they’ve downloaded from a trusted brand, they feel it’s much safer.”
Throughout his keynote, O’Farrell insisted that specialised apps and exclusive mobile content remained complementary, and were helping to drive engagement and viewership.