Backchannelmedia and Gray Television Announce Clickable TV Broadcast Group Agreement
February 09 2009 - 8:30AM
Marketwired
Backchannelmedia, an interactive TV technology provider, announced
today that Gray Television (NYSE: GTN), a television broadcast
company based in Atlanta, has signed an agreement for the Gray
Television station group to deploy the Backchannelmedia Clickable
TV solution. Gray Television's 36 local broadcast TV stations'
combined reach is approximately 7 million U.S. households (6.2% of
U.S. homes) and Backchannelmedia will deploy the opt-in Clickable
TV technology on a per station basis until reaching full deployment
in all Gray Television stations. This expands Backchannelmedia's
deployment roster to 68 television stations reaching approximately
16.7% of U.S. television households.
Participating viewers will be prompted to interact by small,
non-intrusive icons (sometimes referred to as "bugs") located at
the bottom of their TV screen. These on-screen icons indicate a
"clickable moment," an opportunity for the viewer to click one
button on their remote control and "bookmark" that content to the
viewer's private web portal or email address. This secure web
portal, accessible through any Web browser, serves as a centralized
hub of that viewer's digital TV media interests. Users of Clickable
TV can schedule automatic e-mail updates of TV bookmarks to any
e-mail account or e-mail-enabled mobile device.
The Clickable TV solution works through over-the-air digital
broadcast and other providers, including cable and satellite. This
new interactive opt-in revenue stream for broadcasters unites the
mass media reach of TV with the precise engagement metrics of the
Internet. As viewers interact and opt-in with clickable moments,
Gray Television and its advertisers will collect valuable data on
viewer interaction, which in time brings valuable engagement
metrics to the advertiser for both live and time-shifted
programming. This new advertising and content inventory created by
the clickable moment allows TV stations to sell advertising avails
on a "per click" basis in addition to impression-based TV
commercials. Clickable TV was designed with consumer privacy in
mind, is free from behavioral targeting, provides consumers with
the control to manage their opt-in data, and is spam and click
fraud free.
"We spent several months researching the technical feasibility
and consumer appeal of Backchannelmedia's clickable television,"
said Robert S. Prather, Jr., president of Gray Television. "We are
excited by the prospects of utilizing our digital spectrum to not
only potentially launch a new revenue stream but also to engage our
viewers in such a powerful way."
"We're confident that our interactive technology will help
prepare Gray Television for the new digital age of television,
provide their viewers with a useful and enjoyable experience, and
help their advertisers connect with viewers in new ways, " said
Michael Kokernak, co-CEO, Backchannelmedia.
"Clickable TV became a reality upon the launch of our market
trials in May 2008," said Dan Hassan, Co-CEO, Backchannelmedia.
"The response from consumers has been overwhelmingly positive and
our partnership with Gray will further speed the rollout of
Clickable TV to consumers."
About Gray Television
Gray Television, Inc. is a television broadcast company
headquartered in Atlanta, GA. Gray currently operates 36 television
stations serving 30 markets. Each of the stations are affiliated
with either CBS (17 stations), NBC (10 stations), ABC (8 stations)
or FOX (1 station). In addition, Gray currently operates 39 digital
second channels including 1 ABC, 5 Fox, 7 CW and 16 MyNetworkTV
affiliates plus 8 local news/weather channels and 2 "independent"
channels in certain of its existing markets. For more information
please visit http://www.gray.tv.
About Backchannelmedia
Boston-based Backchannelmedia, Inc. (www.backchannelmedia.com)
was founded in 2000. Backchannelmedia has developed technology that
can be embedded into existing set-top boxes currently found in many
TV viewer homes that allows the viewer to forward or "bookmark"
their interests from TV to the online world. Backchannelmedia's
patent pending technology can be deployed in consumer electronics
equipment, TV sets, over the air receivers, cable head-ends,
switched digital video and network DVR technologies, direct
broadcast providers, as well as a multitude of other devices and
delivery providers.
Backchannelmedia's Clickable TV launched on the air May 1, 2008
and deployment is currently underway at five TV stations,
representing three broadcast station groups, as follows: WCVB ABC 5
(Hearst-Argyle) Boston, MA; WMUR ABC 9 (Hearst-Argyle); WJAR NBC 10
(Media General) Providence, RI; WTNH ABC 8 (LIN Television) New
Haven, CT; WCTX MyTV 59 (LIN Television) New Haven, CT. In addition
Backchannelmedia has signed an agreement to deploy on LIN TV's 29
television stations. Combined with Gray TV, these Clickable TV
enabled stations and markets represent an audience reach of 16.7%
of the United States.
For the latest Backchannelmedia news, press releases, brochures,
white papers and videos, visit the Backchannelmedia Press section
at http://www.backchannelmedia.com/press.
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For More Information For Backchannelmedia: Eric Martin Director
of Marketing Backchannelmedia Tel: (617) 728-3626 x217
emartin@backchannelmedia.com For Gray Television: Robert S. Prather
President Gray Television Tel: (404) 266-8333
robert.prather@gray.tv Jim Ryan Chief Financial Officer Gray
Television Tel: (404) 504-9828 jim.ryan@gray.tv
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