Mediaset, Publiespaña launch interactive TV app
Juan Fernandez Gonzalez
| 04 June 2014
Spain's Mediaset and Integración Transmedia, a subsidiary of Publiespaña, have launched MIOtv, a mobile app through which the viewers can interact live with content and adverts on Mediaset's platforms - both traditional and online TV.

Currently only available for Android, but launching on AppStore soon, the app was co-designed by Taptap Networks and aims to increase the impact of adverts while improving the television experience for viewers.

The app offers access to additional live information and videos about most of the shows broadcast on Mediaset's channels. It also connects viewers with social networks - which are integrated in MIOtv - and comments published by other viewers about various programmes.

The shows and campaigns available for MIOtv will be tagged so the app will recognise the audio and video played and will redirect the viewer to the channels' microsites or other spaces with extra content.

The app is paying special attention to World Cup-related content, for which ten sites with information about the event have been designed.

The most successful shows from Telecinco and Cuatro - such as Mujeres y Hombres y Viceversa, Deportes Cuatro and Sálvame Diario - will also interact with viewers through MIOtv.

The final goal of the second-screen app is to explore new commercial routes for advertisers. Interactive campaigns, multimedia projects, interactive product placement and mobile ads are among the possibilities offered to advertising companies. The app aims to increase audience engagement and segment attention in specific target groups.