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Horizon Media is the first media agency to partner with Backchannelmedia in its TV-to-Internet click through advertising platform.
Horizon client MGM Grand at Foxwoods, which will open on May 17, will use Backchannelmedia technology in conjunction with Hearst-Argyle owned ABC affiliate WCVB-DT Channel 5 in Boston.
Backchannel technology will be embedded in existing set-top boxes in a number of test homes that will allow viewers using their own remote controls to click on special icons from the advertiser that appears during regular programming on their TV screens.
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