Pascale Paoli-Lebailly ©RapidTVNews | 08-09-2011

TBS channel Cartoon Network and French satellite TV operator Canalsat are innovating with the creation of new mobile application CN Watch & Play, a video game that tunes in only when viewers are watching Cartoon Network.

Created by digital agency Casus Belli, the free-of-charge application is available into the app store to owners of iPod touch 4, iPhone 3GS/4 and iPad 2. It reacts to the images broadcast live on the channel to offer a new content each week.

This includes an augmented reality video game in which viewers are projected into the series and can interact with the characters, and an enriched collection game each week.

This approach targeting to reward the young viewers’ loyalty is part of a new way channels handle their relationships with audiences, known as gamification. The CN Watch & Play application is also interactive with all Cartoon Network and Canalsat brands (TV, websites, Facebook etc) and animated series, The Amazing World of Gumball which will be the first one to be linked to the application before the arrival of Ben 10 Ultimate Alien’s augmented reality video game next October in France. CN Watch & Play will also be delivered simultaneously to Spanish and Italian viewers.