Nielsen Taps Audio Watermarks for TV-Synched App

Nielsen has developed an iPad app using audio watermarks to automatically detect and synchronize with TV programs, to serve viewers with relevant interactive content and advertisements.

The app, which has been developed for Disney/ABC Television Group's primetime drama 'My Generation', allows fans of the new series to unlock content and features while connecting in real-time with other viewers of the program through their social networks.

iPad users who download the app will be able to automatically synchronize with any episode - live or time-shifted - and access exclusive interactive content produced by ABC as a companion to that specific point in the episode. This content could include polls, trivia, behind-the-scenes insights, production details, and social networking features.

The app uses Nielsen's Media-Sync Platform - developed in partnership with media identification firm Digimarc - an environment through which TV content producers and broadcasters can deploy sync-to-broadcast mobile apps.

Media-Sync relies on audio watermarks that are inserted into nearly every US TV program, to support Nielsen's industry standard TV audience ratings service. While inaudible to the human ear, these watermarks can be detected and decoded through the microphone of mobile devices in a normal living room setting.

'In the ever-evolving TV landscape, we are constantly looking to create immersive viewing experiences around our shows,' explains Albert Cheng, EVP, Digital Media, Disney/ABC Television Group. 'Together with Nielsen, we've created a sync-to-broadcast app that appeals to both fans and advertisers, and holds an array of possibilities for deeper engagement with our content and our advertisers' brands.'

Nielsen is planning to launch the app across the industry in early 2011.

Web sites: www.nielsen.com, www.digimarc.com and www.disneyabctv.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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