 LATAM | SOCIAL NETWORKS |
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| Discovery Launches Social TV App |
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During a show on Discovery Home & Health, the company premiered a new app for viewers to interact with the shows on Facebook and Twitter.
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Dave Schafer, VP digital media at Discovery Networks International.
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Discovery Networks Latin America/U.S. Hispanic announced it launched a new Social TV app to integrate social networks to its programming. The new app, launched during the premiere of Vestido de Novia on Discovery Home & Health, allows viewers to interact with the content through their Facebook and Twitter accounts.
According to the company, it's the first Social TV app in Latin America.
"This innovative app shows our commitment to being leaders and innovating as a way to offer our viewers an app that fills their need to share the best of our TV content through their social networks," said Dave Schafer, VP Digital Media at Discovery Networks International.
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The Facebook and Twitter app is meant to offer a complimentary experience through additional information about the show on the air at the time. While the viewer enjoys the show, a message pops up on the screen, inviting audiences to join in through Facebook and Twitter.
In each segment, there's a banner with a question, an interesting fact or a surprising anecdote about the specific scene; which allows viewers who are not connected to the social networks to have certain context and understand the messages that appear.
"The main difference with other social experiences is that the conversation is not isolated," said Danny Bolivar, head of digital media at Discovery Networks International. "We are literally chatting with the viewer, making their TV experience relevant, with the idea to eventually allow viewers to converse directly with the talent," she said.
During Vestido de novia, Discovery Home & Health's audience had the chance to contact the channel through their social network accounts and talk with a fashion expert about the show's content and different themes.
The Discovery Home & Health community on Facebook and discussions about the brand grew 90%, reaching an estimated 2,440,141 people. Based on the success of this application, the company hopes to do it again soon in all its networks.
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