Smart Screen Exclusive

By Lyndsey Schaefer

As the TV world has ebbed and flowed, Applicaster has risen to the challenge to meet those evolving demands. Partnering with broadcasters worldwide, the company provides scalable TV service schemes and simple business models. Applicaster’s white label broadcast platform for video delivery, second screen and social TV engages viewers by means of a variety of entertainment layers to turn them into active participants and consumers. So while end-users may have never heard of the Applicaster name, they are likely enjoying some of its work.

Utilizing Applicaster’s tools, broadcasters are able to enter the market with their own brand, app and service. The broadcast platform is rich with features and interactive and commercial layers of experience that build on metadata, EPG functionality, VOD and more. Applicaster’s video delivery platform protects prime time viewing while also extending its reach to broader time slots and audiences.

According to Liron Deutsch, Vice President Corporate Development at Applicaster, two things set them apart from others in the 2^nd screen ecosystem.

“The fact that we offer engagement before, during and after the broadcast time helps broadcasters take over not only the ‘distraction gap’ in front of TV, but also off-primetime slots,” Deutsch says. “Viewers can be drawn into the app and engage with content and gamification and commercial features at any given time. And this engagement becomes much wider, reaching users for longer periods of time. All of this happens under the broadcaster’s brand and umbrella.”

The second thing is the enabling of tailor made second screen engagement, which drives higher participation and monetization, Deutsch says.

“What we call ‘scenario based cross screen solutions’ means presenting users with a choice of consuming TV according to where they are, what type of content they are watching and which screen they are using. Our strong ability to match the viewing experience and functionality to the viewer scenario is key to gaining higher engagement and new revenues,” Deutsch says.

For example, the experience of watching the news while traveling to work on the subway is not the same as watching “The Voice” at home in evening primetime. While in the first scenario the main screen is the device with offline viewing functionality, in the second scenario, the main screen is the TV with the second screen and commercial incentives on the device.

Applicaster, founded in 2009, is one of the 2^nd Screen Society’s newest member companies. They will share more about the topic of scenario based second screen engagement at the upcoming 2^nd Screen Summit in Amsterdam on September 15, where Applicaster CEO Jonathan Laor will offer insights into the optimized blend of TV viewing and second screen engagement.

For more information on Applicaster, go to www.applicaster.com. For more information on the 2^nd Screen Summit Amsterdam, click here.