In an article on AdAge.com by Simon Dumenco, the introduction of a new app for Apple products was announced following a conversation with the writer and the president of Funtion(x), Chris Stephenson. The app, Viggle, is available from the iTunes store and is supported by such companies as Verizon, Capitol One, Burger King and Pepsi. The idea is for viewers to “check in” with their favorite TV shows using this app and earn rewards for doing so, such as movie tickets or food discounts. Simply put, watching TV will get you free stuff.
The whole idea follows the research on second-screen interaction during television broadcasts, which states that 70-80% of viewers use a mobile device, tablet or laptop during their TV viewing.
In his interview with Chris Stephenson, the author asks whether this is a drive to get people back to watching live programming, and Stephenson answers that it is not a direct goal – but it does happen, so it is a side-benefit, one which makes networks happy.
Interestingly, there are no contracts with networks as this app is launched, and no one is excluded – but Viggle does have “creative relationships” with networks they are working with.
In addition, Viggle has its own advertising, but it is based on the ad being viewed – it if is not viewed in its entirety, the company is not charged for the ad.
So this is a new social element for TV viewing, but in this article, Dumenco brings out the point that, according to Stephenson, this Viggle app is “going to change the way people watch TV.” Whether that actually happens will be evident in the coming months; but one can’t help but wonder if this will be a benefit to the networks or a curse? From the explanation, networks will actually be competing for viewers by “buying” Viggle points to reward their viewers. Perhaps this is exactly what network TV needs – another means of monetizing their programming and enticing the viewer to take a look at the network offerings. Should be interesting, to say the least.
