Why a Local Station Shouldn’t Use a National App for Social Active TV

While Interapt was in the R&D phase for our BabbleApp, we did extensive interviews with TV software developers and news directors. We soon learned that a national app was too laborious to actually integrate into a local news show’s programming. There was no way it would make them money–at least not currently–and it didn’t tie in with their newsroom.

Our BabbleApp solution was actually built for TV software developers and news directors. It becomes an extension of the news program. When the news director is getting his marks for the 5 p.m. news, simultaneously, we’re going to be adding content into the app with him or her on the fly. The news director doesn’t have to do more work. There are preliminary steps, but they are easy, and can be done in advance.

If they say at 5:04 they’re having a story on the presidential race, BabbleApp could serve up a poll that asks “Who would you vote for?” The news director could then show the results in the lower third of the screen, showing in real-time how many people are voting for which presidential candidate.

The same news program could be running a Tide commercial at 5:10, which could be gamified, and do data mining on in exchange for coupons or product samples. Then at 5:12 pm, the news could run a story on penguins. BabbleApp would show some more information about penguins at the local zoo, including letting viewers watch supplemental videos and interviews, and even buy tickets online. Beforehand, Interapt would have entered in some assets, such as a local penguin expert, and then pull Tweets from that person to appear on the BabbleApp feed.

The end result is that a TV station can go to national advertisers who may have previously refused to advertise on that station due to a lack of viewers. Now it’s a different story — the TV station can prove with certainty they have 30,000 people watching their show at a particular time of day and 45% are interacting with those ads.

The local TV station would provide the national ad agencies with the metrics and data that they want very badly, but have never gotten. They become convinced of the station’s ability to bring in viewers — viewers who want to interact with the local station and its advertisers — which helps the station sell more ads at a higher cost.

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