Today, FremantleMedia and Applicaster announced a partnership to create a companion app to “Master Athletes,” a reality format that’s been popular in Sweden and is being introduced at MIPCOM in Cannes next week.
The show is intense. From the release:
24 ultra-fit members of the public who prepare themselves for a grueling 10-week challenge. They live, eat, sleep and train together in the Master Athletes Village where relationships develop, alliances are formed and the intense battle begins.
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Luckily, viewers won’t have to be “ultra” anything to play along with the contestants. Using the app, they can see instant replays, watch extra video content, and play trivia with friends and other app users. Fans can also interact directly with their favorite contestant through the app.
Like the format, the app will be adaptable to broadcasters’ needs in terms of functionality and branded content. The app will include ways for advertisers to create in-app experiences and hold contests and give-aways. The VP of Applicaster Europe, Peter Cassidy, says that:
Master Athletes has all the hallmarks of a show that leaves fans wanting more – competitive gameplay, strong characters and huge drama. We are delighted to be working with FremantleMedia to deliver a companion app that will give fans of the show that additional engagement and interactivity on their smart device both while the show is on air and in between episodes. We think it is the perfect vehicle to drive additional engagement and tune-in and create an innovative way for sponsors to maximize their association with the show
The release of the app with the format is timed with MIPCOM next week. It’s not enough to have a popular show, you need the app anymore to go with it. You can follow the news @FremantleMedia and @Applicaster.