Network Ten is making a foray into the world of social TV with a joint partnership with UK company Zeebox.
The move will see Ten pitting its own social app against the highly-rated Fango, owned by Seven, and Nine’s soon-to-air offering Jump-In.
It is set to roll out in the third quarter of this year, with Ten claiming the new app is a “key part” of the digital media strategy.
Chief operating officer, Jon Marquard, said: “We know viewer behaviour is changing and audiences are multi-tasking.
“About 70% of TV viewers use a second screen while they are watching TV. This creates an enormous opportunity for zeebox, a free, network-agnostic app that offers consumers a much broader and deeper experience than other second-screen apps.
“Zeebox’s research shows people want an app that gives them a better way to find TV programs, a better way to know what TV programs their friends are watching, and a better way to find information on what they are watching. Zeebox delivers all that, and more.”
The app will provide viewers a chance to interact with other fans to talk about shows as well as content opportunities for advertisers, while Zeebox is also talking to other content providers in Aus over the platform.
Max Bleyleben, CFO of Zeebox Ltd, said: “We’re delighted to launch in Australia with Network Ten, who share our vision of a second-screen platform that delivers value to consumers across all channels and providers.
“We look forward to working with Ten and other partners to develop compelling social TV propositions around key shows and events, and to give the industry access to our unique monetisation platform in sync with live TV.”
The Australian operation will be run by internet investor and entrepreneur Craig Blair, previously a principal at News Ltd-backed technology investment company Netus.
Australia will be the third market, after the USA and UK, it will launch in.
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