Interactive TV News Round-Up (VI): StarHub, Trailer Park, Verizon Wireless

STARHUB LOVE TAIL Trailer

--StarHub to Launch Second-Screen Interactive TV Advertising Campaign
--Trailer Park Promotes Eli Weisman to VP of Interactive TV, Forms Interactive TV, Menus and Content Division
--Verizon Wireless Updates, Rebrands its Mobile-TV Service

Because the [itvt] editorial team was recently on the road for several weeks--and has also been working on TVOT NYC Intensive 2011--we are covering stories in this issue in round-up/summary format. We anticipate that it will take us a few more days to catch up with all the recent news: so if your company has sent us a press release or briefed us on an announcement, and you don't yet see your news covered in this issue, please bear with us.

  • Singaporean pay-TV operator, StarHub, has announced what it claims will be Singapore's first interactive commercial. "'Love Tail,' premiering on StarHub TV and YouTube on 26 August 2011, is a key part of StarHub's new 'Life. HUB IT!' brand campaign," the company explains in its press materials. "'Life. HUB IT!' is set to capture the feeling of consumers, and how StarHub makes all the things they love more exciting and engaging. Starring Sparky--Singapore's most famous and much-loved Jack Russell--'Love Tail' promises an entertainment experience like no other. Using StarHub's newly launched, free Hub It! app for iPhones and Androids, viewers will be able to--for the first time ever--explore the world within a commercial by interacting with the characters and the scenes on TV with their mobiles, an experience that is much like role-playing computer games. This interactive adventure blurs the lines between viewers' mobiles, TV's and computers, bringing the StarHub promise of seamless excitement to life. Viewers just need to start up the Fetch-A-Reward camera and align it with the commercial on TV or YouTube to kick-start the interactive experience. From 26 August to 10 September, clues and hints will be revealed on the Hub It! app and StarHub's Facebook page. These tips will help the public locate hidden scenes, tasks, videos, games and more within the 'Love Tail' commercial that may possibly lead them to other StarHub platforms. Each clue will enable the public to unlock a map that will eventually lead them to Sparky's dream girl. Not only is the experience rewarding, StarHub has also put together an impressive prize pool that includes $10,000 cash, a MacBook Air, an iPad 2, a BlackBerry PlayBook, a Samsung 3D TV and a Bose Sound System for viewers who interact with its new commercial."
  • Entertainment marketing company, Trailer Park (partners include ActiveVideo Networks, Yahoo! Connected TV and Google TV), contacted [itvt] Monday to let us know that it has promoted Eli Weisman to VP of interactive TV and that it has restructured its Advanced Content division into three new divisions. "Weisman, formerly a senior director, helped launch Trailer Park's interactive TV practice earlier this year, devising digital strategy for clients and new business across ITV platforms," the company states in its press materials. "Coinciding with the executive promotions [note: the company has also just promoted Scott Tobin to SVP of publishing] is the complete integration of Trailer Park's Advanced Content division into three newly organized standalone divisions: Trailer Park Interactive TV, Menus and Content, led by Kevin Van Belois; Trailer Park Publishing, led by Tobin; and Trailer Park Digital, Social and Mobile, led by Julianne LaMarche (with a soon-to-be-announced new hire leading Mobile). Recent projects from Digital, Social and Mobile include the 'E! Live From the Red Carpet' app, social media content for Warner Bros.' 'Harry Potter and the Deathly Hallows' and the mobile Web site across multiple smart-devices for ING Direct, to note only a few. The developments also signal a move for Curt Doty, who has left the company to pursue other interests. For the past two years, Doty has served as president of Trailer Park's Advanced Content division."
  • Verizon Wireless said Monday that it is updating its V Cast mobile video service and rebranding it as Verizon Video. "Verizon Video offers Verizon Wireless customers access to current TV episodes, live streaming of major sporting and news events, and a high-quality video experience, all powered by the nation's fastest, most advanced 4G network and largest, most reliable 3G network," the company states in its press materials. "Verizon Video lets customers find content in different ways, so whether they know what they want to watch or they're just browsing, they'll find programming that interests them and their families. Verizon Video offers access to more than 250 current, full-episode TV shows from all the major broadcast networks, including ABC, NBC, CBS and MTV, and popular cable channels such as Comedy Central, Animal Planet, CNBC, Disney Channel, ESPN and many others. Programs from Cartoon Network, Disney Channel, Nickelodeon and PBS Kids among others will keep the kids entertained when away from the television. Verizon Video delivers real-time action with many live sporting events available throughout the year. Customers who subscribe to Verizon Video have access to premium video content as part of NFL Mobile from Verizon, including NFL RedZone on Sunday afternoons, NBC's 'Sunday Night Football' and NFL Network--which airs seven days a week, 24 hours a day on a year-round basis...[Verizon Video is] available now to download from Android Market on 4G LTE and select 3G smartphones...Customers can also get a sense of the incredible video quality and content available with Verizon Video by viewing select clips from both the NFL and IndyCar for free. After the preview, Verizon Video requires a $10 monthly subscription or customers can try the app for a 24-hour period for $3. A data package is required, and the download and use of Verizon Video incurs data usage and will be billed according to the customer's data package. Verizon Video updates V Cast Video on select devices and current V Cast Video subscribers will be prompted to update the app the next time it launches. After the upgrade, it will then appear under the name Verizon Video. The Verizon Video app is powered by RealNetworks."
Region: 
North America