Disney/ABC Launches iPad-Based Two-Screen Interactive TV App for "Grey's Anatomy"

As expected (see the article published on itvt.com, January 30th), Disney/ABC Television Group has revived Sync, the broadcast-synchronized two-screen interactive TV app that it originally rolled out last fall in association with the short-lived series, "My Generation" (see the article published on itvt.com, September 19th). This time, however, the app--which is powered by Nielsen's Media-Sync platform--is being offered in conjunction with an established show, the medical drama "Grey's Anatomy," now in its seventh season.

The "Grey's Anatomy" Sync App, whose presenting sponsor is Lexus, is scheduled to go live February 3rd. According to Disney/ABC, it will allow viewers to interact and engage with "specific moments" in all of this season's remaining first-run episodes. In addition to accessing exclusive companion content such as polls, trivia, behind-the-scenes insights, production details, character bios, video and photo galleries, the company says, viewers will also be able to "check in" to virtual environments within episodes--for example, riding an elevator with Dr. McDreamy. Viewers will then be able to share their experiences of these virtual environments with their friends and other fans of the show via their Facebook account.

In addition to interacting with episode content on the app, Disney/ABC says, viewers will also be able to interact with Lexus's ads through trivia questions and link back directly to the Lexus Web site (m.lexus.com/TheHardWay).

Nielsen bills its Media-Sync platform as a complete application development and operating environment that allows TV content producers and broadcasters to rapidly develop and deploy scalable broadcast-synchronized mobile apps. The company says that the platform uses audio watermarks that are already inserted into nearly every TV program in the US as part of Nielsen's own audience ratings service. In addition to allowing viewers to interact with broadcast-synchronized content, Nielsen says, the platform delivers interactive advertising modules that serve as companions to commercials on the TV screen, thus allowing viewers to engage more deeply with the brands featured in those commercials. A demo video of the "Grey's Anatomy" Sync App is embedded above.