Discovery rolls out social TV app in Brazil, Europe
Michelle Clancy | 25-07-2012
Following a successful pilot in Latin America, Discovery Networks's international division is extending a social TV app for smartphones and tablets to Brazil and Europe.
The second-screen app interfaces with Facebook and Twitter, and syncs up with the show playing on linear TV to display ancillary content about specific scenes or actors. It also polls viewers and presents two to four messages per episode drawn from social networking comments.
"The main difference from other social experiences is that in our case the conversation doesn't take place in isolation," explained Danny Bolivar, director of social media, Discovery Networks International.
"We are literally conversing with our viewers to make sure that their television experience is relevant, with the idea in the future of allowing our fans to speak with the on-air talent as well."
Discovery has trialed the app in Latin America with good response, offering the app with Say Yes to the Dress on Discovery Home & Health. Now, the app will be expanded to Brazil, the U.K., Germany and Italy.