embeds Instagram into social TV broadcasts

Joseph O'Halloran | 07-12-2012

Interactive TV specialist has upped digital ante and integrated Instagram into its flagship Interactivity Suite (IS) toolkit for creating the backbone of interactive broadcasts and digital marketing campaigns.

The result says is that broadcasters using its IS toolkit will be able to push and pull data from Instagram into their live programming and companion apps thus making a more attractive offering with enhanced monetisation capabilities such as greatly increasing viewer engagement. The IS platform already allows broadcasters to aggregate user-generated content into programming from social media sites such as Twitter and Facebook, and allows them to build synchronised companion apps that enable viewers to interact with their televisions using an iPad, tablet, PC, or smartphone.

The Norwegian technology firm is a keen advocate of the power of social TV and believes that Instagram integration will also give broadcasters the ability to use crowd-sourced photos and images in multiple areas of TV content. It adds that adding Instagram to IS creates the potential for entirely new models of participation TV and even sponsorships, increasing viewer interaction and ensuring more eyes stay on the broadcast, which in turn is good for advertisers. also believes that Instagram could also inspire other forms of programming, such as game shows whereby contestants can participate in the game show without needing to be in front of the cameras.

"Instagram has become a wildly popular form of social media, and we believe it will only continue to grow in relevance, which is why we've upgraded IS to include it," said Zachary Weiner, director of marketing at "We maintain an aggressive development schedule so that we can stay ahead of what's happening in the marketplace. We want to make sure that broadcasters can bring their viewers into the broadcast, wherever they are and however they want to interact with social media."