The Pearl Broadcast TV venture has announced a new interactive TV trial to demonstrate the capability to view enhanced content and advertising delivered to LG Smart TVs in Atlanta, Cleveland and Orlando markets during live news broadcasts.
Interactive tests planned by the stations include additional photo and map overlays offered to viewers wanting more information about particular news events and weather reports, as well as personalized traffic information and content from the station’s own websites.
Functionality also includes the ability to interact with advertising by requesting more information such as store locations or receiving coupons.
The spring effort is being coordinated by Pearl, a venture of eight TV station groups that was formed four years ago to explore and pursue new opportunities in digital media. Pearl members include Cox Media Group, the E.W. Scripps Company, Gannett Co. Inc., Hearst Television Inc., Media General Inc., Meredith Local Media Group, Post-Newsweek Stations Inc. and Raycom Media. Schurz Communications is also investing in the interactive TV trial.
Throughout the U.S., Pearl TV broadcasters reach 111 million households representing 63 percent of the U.S. population with 170 network-affiliated and top-ranked TV stations that collectively book nearly $4 billion in annual advertising revenue.
In 2011, Pearl formed ConnecTV, a social video network for TV fans. The application syncs to TV sets and allows users to capture and share favorite six-second moments. The company’s SocialTV Timeline syncs companion content and information to provide a richer social experience and help drive program promotion and tune-in to the show being watched. ConnecTV’s TV AdSync Network allows broadcasters, networks and advertisers the ability to synchronize related content to TV spots.
The new live TV trial will deliver enhanced content to viewers utilizing services from Watchwith’s sync-to-broadcast content management platform and Cognitive Networks’ automatic content recognition (ACR) capability to LG Smart TV sets already in consumer homes in the test markets.
Stations participating in Atlanta are WSB (Cox), WGCL (Meredith) and WXIA (Gannett). Cleveland stations that are participating in the trial include WOIO (Raycom), WEWS (Scripps) and WKYC (Gannett). In Orlando, participating stations are WKMG (Post-Newsweek), WFTV (Cox) and WESH (Hearst).