NYC-based Visiware has been playing in the TV space since 1995. In 2011, the company raised a round of funding and launched a second screen platform called PlayAlong that’s now being used to enable social TV in ten countries across the globe. Visiware has worked closely with TV networks and production companies to develop customized TV activations for NBCUniversal, ABC-Disney, Dish Network, Time Warner Cable and more.
Most recently the company secured a partnership with UK’s ITV, which will be incorporating PlayAlong for seven episodes of “Who Wants to be a Millionaire” beginning in July. Their product’s expertise is the ability to sync across multiple-platforms with a focus on real-time participation. We spoke with newly appointed Visiware General Manger of North America, Harris Larney about the company’s efforts to offer, “TV producers and broadcasters a turnkey solution complete with games, back office, monitoring, support, statistics and administration tools.”
Lost Remote: What’s Visiware, how long have you been around?
Harris Larney: Visiware launched its operations in 1995 and we have become the leader in the interactive TV gaming business, developing games for operators across the world. In 2011, Visiware launched its PlayAlongTM second-screen product and in January, 2012, the company closed a funding round raising over $6 million to further support its PlayAlongTM products.
LR: What countries are you in? Examples from different companies on how they’re using it?
Larney: Visiware has its global headquarters in Paris, with offices in New York City, Denver, and Rome. The PlayAlongTM product has been launched in 10 countries: Brazil, USA, UK, France, Germany, Hungary, Italy, Spain, Malaysia, the Netherlands, with leading production companies (i.e., Sony, Endemol) and networks (i.e., ZDF, TF1, Fox, Antena3, la5, SBT, SBS6…).
Unlike the first generation of Social TV (as discussed below), PlayAlongTM is a reliable and rich second-screen solution that allows TV viewers to interact real-time with what they are watching on TV, such as participating in a game show or a social content experience for a reality TV show. For example, in the the gameshow the MIllion Dollar Money Drop, TV viewers may participate from home as if they were on stage, invite and challenge their Facebook friends, etc. We provide real time statistics such as the city of the winner, man against women, real time leaderboard.
LR: How is the product making TV more social?
Larney: PlayAlongTM makes TV more social in 3 main ways. First, PlayAlongTM facilitates a real-time connection between the viewer and the second-screen by syncing content from the TV to the viewer’s smartphone, tablets and PCs, adding another dimension to the viewer experience, so that the viewer can can participate as a player in the show in real time.
Second, PlayAlongTM supports a fully-integrated social TV experience that brings together curated and targeted content allowing for a more content-rich viewer experience.
Third, PlayAlongTM supports the next generation of ad experience through enriched TV Commerce opportunities (i.e., allowing viewers to buy what they see on TV) and making ads more social and fun by creating an interactive gaming-type experience where viewers can play and win items (i.e., points, coupons, etc.).
LR: What are your growth plans? What’s the future of social TV?
Larney: Visiware’s immediate growth plans include expanding its presence in the USA and Europe. The Company is poised to announce deals with leading US networks and production companies to support the Fall launch of new shows.
Visiware believes its vision for the future of Social TV will reshape the entire production and show experience both in the near and long-term future. Currently the television industry is focused on the first generation of Social TV; taking existing shows and putting a social layer on top of them. This approach will always be limited because not every show is well suited for a Social TV experience. Long term, Visiware believes that the overall production of a TV show and most TV content will be created taking into consideration the second-screen experience. For example, a live game show, such as “Who Wants To Be A Millionaire”, could have a” lifeline” that is “Ask The Country” instead of “Ask The Audience”.