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Cable Technology Feature Article

October 27, 2008

LIN TV Subsidiaries to Participate in TV-to-Internet Click Trial

By Nathesh, TMCnet Contributor

LIN TV Corp. has announced that its Hartford-New Haven television stations, WTNH-TV ABC Channel 8 and WCTX-TV MyTV Channel 9, will participate in Backchannelmedia’s TV-to-Internet Click Through market trial.
LIN TV Corp., along with its subsidiaries, is a local television and digital media company, owning and/or operating 29 television stations in 17 U.S. markets, all of which are affiliated with a national broadcast network.
Boston-based Backchannelmedia, Inc. claims that it has developed technology that can be embedded into existing set-top boxes currently found in many TV viewer homes that allow the viewer to forward or “bookmark” their interests from TV to the online world.
Viewers of the WTNH-TV and WCTX-TV channels can participate in this click trial that will start in November. The shows in the trials will be having small, non-intrusive icons at the bottom of the viewer’s TV screen so users can make use of their remote to bookmark the shows that are of interest to them.
This method will enable service providers to categorize shows that users are interested in and prepare a profile to improve user experience.
The technology also localizes the messages the viewer receives. Auto manufacturers, for example, can now allow viewers watching their existing HD national commercials on TV to click and forward local dealer addresses, rebates, special offers, and contact information to their e-mail inbox.
“We are interested in evaluating interactive television applications for our channels. Interactive TV creates unique opportunities for our new media business,” said Robb Richter, senior vice president, new media, LIN TV. “Backchannelmedia’s TV-to-Internet Click Through technology offers viewers a convenient way to interact with our popular television content, which opens the door to a myriad of more advanced marketing opportunities for our advertisers. We look forward to participating in the market trial and strategically evaluating Backchannelmedia’s cutting-edge technology.”
Backchannelmedia notes findings from the "Project Interact II" survey conducted by The Parthenon Group, which found that Backchannelmedia's TV-to-Internet click through interactivity platform for digital TV not only appeals to the viewer, but can even drive them to switch to other multi-channel video providers in order to get the Backchannelmedia service.
“LIN TV is at the forefront of embracing new media trends and we are confident that we can provide them with new ways to connect with their viewers and advertisers,” said Michael Kokernak, founder and co-chief executive officer, Backchannelmedia. “Our product is one of the best interactive products on the market today and I predict great results from our market trial with WTNH-TV and WCTX-TV.”

Nathesh is a contributing editor for TMCnet. To read more of Nathesh's articles, please visit his columnist page.

Edited by Stefania Viscusi