Gabriel Miramar-Garcia | 13-08-2013
In positive news for second-screen strategies, Telemundo is reporting success with its latest zeebox project. The Spanish-language channel hosted a room on the second-screen app to discuss new series, La Voz Kids, and pulled in around 8,000 members to discuss the show over the course of the season.
The room served as a destination for programme engagement, and one of the stars of the show, Kevin Aponte, regularly stopped by to chat live with fans. Host Jorge Bernal surprised fans and jumped in during the finale.
"TV viewing and interaction is changing right before our eyes," explained Peter Blacker, executive vice president of Digital & Emerging Businesses at Telemundo Media. "Just a few years ago, brands thought that posting original content online was the way of the future. Today it's really about working with new technologies like zeebox to allow fans to drive and change how content is consumed and created, and we want to continue to reward our fans for participating."
La Voz Kids drew in 14.6 million TV viewers in its first season – the highest in the network's history for the Sunday 8-11pm timeslot – and the viewer engagement in the official and fan-run TV rooms mirrored its viewing success, Telemundo said. During the season finale of the show that aired on 28 July, fans in the zeebox La Voz Kids TV room posted more than 2,000 comments, and member growth from launch to finale was tenfold.
"TV rooms ... have confirmed the demand from fans eager to engage and shape the dialogue around their favourite programming," said Jason Forbes, executive vice president and managing director of zeebox, US. "Telemundo is one of our leading partners in harnessing the power of this real-time brand ambassador program to fuel the growth of their audience's conversations."