Knology Becomes First Cable Op to Deploy Backchannelmedia's Interactive TV Advertising Technology
--"Clickable TV" Lets Viewers Bookmark Content to Personal Web Portal or Email
Boston-based interactive TV advertising specialist, Backchannelmedia, announced Tuesday that it has signed a deal with regional cable operator, Knology, that will see the latter testing Backchannelmedia's flagship Clickable TV technology on its digital cable network.
According to Backchannelmedia, Knology customers who choose to use Clickable TV will see small, non-intrusive icons at the bottom of their TV screen, alerting them to the availability of interactivity on the commercial or program they are watching (the company calls these opportunities to interact "Clickable Moments"). By clicking a button on their remote, they will then be able to bookmark supplemental content to a personal Web portal, or have it sent to their email address. Unlike "conventional cable RFI services," Backchannelmedia says, "Clickable TV "uses a completely electronic response loop that connects the viewer directly to a specific location on the advertiser's Web site."
Knology is providing the "lead market" for Backchannelmedia, the company says, joining four broadcast television station ownership groups and a small group of individual television stations in the northeast (note: to date, the company has publicly announced deployment agreements with LIN Television, Gray Television and Fisher Communications, as well as deployments with Hearst-Argyle's WCVB and WMUR, Media General's WJAR; and LIN Television's WTNH and WCTX). It says that Clickable TV is scheduled to launch to Knology digital subscribers in the Montgomery, Alabama market in the second quarter of 2010, and will be provided free of charge and will not require an additional remote control, any new CPE or professional installation.
According to Backchannelmedia, the new advertising inventory of "Clickable Moments" that Clickable TV will enable will allow Knology and the local TV stations it carries to sell "Clickable Moments" to advertisers on a per-click basis, in addition to impression-based TV commercials. A new, clickable content inventory will link TV content to the Web, providing a useful and convenient service for TV viewers, the company says. "Knology is committed to offering its customers enjoyable and useful broadband services," Knology president and CFO, M. Todd Holt, said in a prepared statement. "Clickable TV provides a potential new revenue stream to Knology without increasing consumer costs, and provides Montgomery customers the entertainment value and convenience of interactive programming and advertisements. We look forward to working with Backchannelmedia, as well as the advertisers and broadcasters in Montgomery, to make this a valuable service for Knology customers." Added Backchannelmedia chairman and CEO, Dan Hassan: "The success of Clickable TV relies on the support of companies like Knology to introduce this technology to viewers. Knology is taking the lead in the cable industry and deploying interactive technology that will benefit both its subscribers and advertisers."
A demo video of Backchannelmedia's Clickable TV is embedded above.