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Discovery Networks first social TV app to roll out in Europe

Discovery Networks first social TV app to roll out in Europe
Staff Reporter
27 July 2012

Discovery Networks International (DNI) has launched its first  social TV application integrating social networks with its programming. 

The new app has been successfully piloted on Discovery Home & Health in Latin America during the show Say Yes to the Dress.  It allows viewers to interact with on-air content via their Facebook and Twitter accounts.

The app will continue to roll out within DNI’s portfolio of Facebook pages and Twitter accounts around the world, with launches planned in the UK, Brazil, Germany and Italy.
The Facebook app, which integrates Twitter, is designed to offer an experience that complements television viewing by providing extra information about the show.  As viewers enjoy the show, a message appears on the screen inviting the audience to sign on to Facebook and Twitter.  Each segment in turn features a banner with a question or an interesting fact or anecdote about specific scenes, allowing viewers who are not participating via social networks to understand the context and messages that follow. An average of two to four messages posted by social network users are published on the air during each episode.
“The main difference from other social experiences is that in our case the conversation doesn’t take place in isolation,” explained Danny Bolivar, director, Social Media, Discovery Networks International. “We are conversing with our viewers to make sure that their television experience is relevant, with the idea in the future of allowing our fans to speak with the on-air talent as well.”
During the broadcast of Say Yes to the Dress on Discovery Home & Health in Latin America, the audience had the opportunity to contact the channel via social media and consult with its fashion experts about the show’s on-air content and other topics that interested them, such as the best dress for different body types and wedding planning tips.  Discovery Home & Health also offered practical advice regarding these topics. 

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