Sony to embed Ensequence interactive TV platform in connected TVs
Ensequence signed a deal with Sony Electronics that could help ESPN, Turner Broadcasting, AMC and other networks deliver interactive advertising and programming to connected TVs.
Ensequence helped Verizon build an interactive TV app for the Summer Olympics. (Source: Ensequence)
Sony said it will embed Ensequence's interactive TV platform in all new TVs, beginning in the first quarter. Viewers that have purchased a 2011 or 2012 model from Sony can receive the platform through a software update, the companies said.
Ensequence and Sony will rely on automatic content recognition (ACR) technology to trigger interactive overlays in programming and advertising. The Ensequence platform can be used to by advertisers to deliver clickable banner ads to viewers, along with product request forms, coupons and surveys.
The Sony deal is the latest example of how cable networks and advertisers may be able to use connected TVs to deliver interactive programming rather than rely on the EBIF interactive TV platform that has been deployed by major cable MSOs. Ensequence also supplies interactive TV technology to Verizon's (NYSE: VZ) FiOS TV, which teamed up with Ensequence to build an interactive TV application for NBC's coverage of the 2012 Summer Olympics in London. Comcast (Nasdaq: CMCSA) struck a deal with Ensequence last year to deliver local interactive advertising to subscribers. Its pay TV customers include Time Warner Cable (NYSE: TWC) and Dish Network (Nasdaq: DISH). Several cable programmers use Ensequence to deliver interactive programming, including ESPN, NBC, MTV, Nickelodeon, Showtime Networks, HBO and AMC.
After announcing a $26 million funding round in May, Ensequence said that it planned to expand into the connected TV space.
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