Editor ©RapidTVNews | 07-09-2011

Channel 5 is to become the first broadcasters to use Mobile Interactive Group (MIG)’s Facebook mVoy voting platform for the forthcoming Big Brother season.

The broadcaster has developed a specially created Facebook application that will run alongside the current series which it bought the rights to from Endemol earlier this year. In May 2011 MIG achieved Facebook Preferred Developer status, marking the firm as one of the only UK mobile, transactional and interactive businesses in the Facebook developer network.

The Channel 5 application will allow viewers to vote for contestants using Facebook Credits through MIG’s mVoy Engage platform casting votes in real time through to the live show alongside traditional interactive voting methods. The platform is also integrated into the Official Big Brother UK iPhone and Android Applications to offer a multi-channel voting experience.

Explained Rebecca Whitlock, Commercial Dev Controller, Channel 5, “Trends in the broadcast and entertainment industry are constantly evolving, yet providing the best and most innovative interactive services for our viewer’s remains a core focus for us.”

MIG’s Rob Weisz, Commercial Director, Mobile Interactive Group added: “This is a major development in the broadcast interactive space. It is widely acknowledged that viewers are moving to multi-channel experiences when watching traditional shows.”
A recent MIG white paper, ‘Mobile, Facebook and Interactive TV’, recently revealed that ‘40% of mobile users are most likely to be multi-tasking using their phone while watching TV and that social participation TV (S P-TV) will drive interactive behaviour to generate $2.9 billion globally by 2016’.