Spanish broadcaster Antena 3 is launching a new app, ANT 3.0, for Android and iOS smartphones that combines second-screen interactivity with audio watermarking technology from Intrasonics inserted into broadcast shows and adverts. The Antena 3 app, developed by marketing agency La Moderna, will enable audiences to interact directly with TV programmes in a range of different ways. It will debut with the live talk show El Hormigeuro, one of Spain’s most popular programmes. ANT 3.0 uses Intrasonics’ patented technology to respond to hidden codes in audio broadcasts, triggering actions on consumers’ smartphones and tablets and providing the opportunity for audience engagement. Viewers will have the opportunity to engage with different types of programmes, commenting on live events, voting, linking to social media channels including Facebook and music sites, playing along or accessing exclusive content. Francisco Sierra, contents director at Antena 3, said “We’ve always been committed to innovation and giving our audiences a viewing experience like no other by providing compelling and exclusive content. With the rise of smartphones and tablets, there’s massive potential to get closer to our viewers, and we’re delighted to be the first broadcaster in the world to be using this approach. Combining one of our top programmes, El Hormiguero, with audio watermarks will enable us to seize the opportunity to take audience engagement to the next level. We truly believe that this is just the start of a TV revolution.” Luc Jonker, CEO of Intrasonics, said, “Broadcasters have a fantastic opportunity to engage with viewers like never before, as more and more people watch TV with a second screen to hand. The future of broadcasting is interacting with viewers in a multitude of different ways, and we’re delighted to be giving Antena 3 the platform to create ground-breaking applications that grab their viewers’ attention, and deliver a TV experience that goes beyond anything seen to date.” As well as helping broadcasters build new ways of engaging with their audiences, ANT 3.0 will also help brands gain valuable insight into viewer behaviour and enable them to adjust their own approaches accordingly. Movistar, Spain’s leading mobile operator and part of Telefonica, has become the first brand to sign up to the service. Dante Cacciatore, Telefónica Spain brand and advertising manager, said “Increased engagement with our audiences is absolutely central to our goals in 2012. We’re blown away by the potential of content-driven interactivity and can’t wait to see the results of the technology, which we believe will deliver a level of audience understanding which is yet is unseen in broadcasting.” www.intrasonics.com
Spanish broadcaster Antena 3 is launching a new app, ANT 3.0, for Android and iOS smartphones that combines second-screen interactivity with audio watermarking technology from Intrasonics inserted into broadcast shows and adverts.