Shaw Global Media Offers a Full TV Episode with New Mobile Apps
In anticipation of significant growth in mobile TV and online, reports Shaw Global Media Video App already available to the IPAD, is now available for iPhone and iPod Touch.
Global offers wireless access to the full-length television programs in prime time, the first of its kind in the Canadian Broadcasting Corporation.
And, as Paul Burns, Director of Digital Media, says the company is ready to develop other portable media platforms.
“Along with other mobile development shops, we’re looking at Android, Windows Phone 7 and BlackBerry,” Burns told Mediacaster Magazine. “The app game is a game of scale; who can we actually reach, from an audience perspective, with each device? As the devices get better, the options for content providers get better too,” he said. “The more devices that nail the user experience, the more attractive it is for developers.”
In the case of iPad, iPhone and iPod Touch devices, the potential reach is certainly a large group.
Offering full-length episodes of top TV shows won’t hurt.
“It is unique, yes – we are officially the first Canadian broadcaster to launch an iPhone iPod Touch version with full episodes like this, and we’re really proud of that,” he stated, adding that while the two apps offer that same content, the feature set and user experience were uniquely optimized for the iPad device or iPhone iPod touch.
Burns sees the app as an alternative way for users to keep connected to the content, not a replacement for TV viewing.
“We do not see these as something trying to take away from our audience, rather as a catch-up vehicle,” he said, explaining that the app allows users to stop and start viewing of a program on the same device, taking advantage of a built-in memory or history function.
Not only are complete shows and episodes available, in as high a quality as the device and the connection will support, the ad breaks are the same, for the most part, as on TV.
The app does includes sponsorship integration, which may appear on the start-up screen (while the application loads) and as a small icon on the left side of the control tab bar, the company describes, and video ads may play before, during, and after video playback.
Burns says that there is a “slightly lower ad load” for the mobile app now, as new and engaging ways to increase the ad exposure are developed.
“The knee-jerk response would be to flick the switch and have same ad parity,” he notes. “It seems good idea, until you learn that there’s some deterioration in the user experience. There needs to be a good balance between monetization and overall user experience. It’s an evolution; we love ads in the program, to keep the revenue churning, and we are looking at ways to make the experience more impactful for advertisers.”
He explains that geo-location and specific ad targeting is in the toolkit now, and the apps allow for such specificity and interactivity.
It’s that ‘lean forward, lean back’ metaphor for the engagement levels of home bound TV viewers, versus on the go mobile users and the degree of brand recall and product awareness that’s created with different ad valuations.
Nevertheless, Burns says that at the end of the day, it’s about content. “The app is a shell for superior content. Despite all the design, development testing and quality assurance work that went into the app, at the core, the content is everything, he underscores.
“We obsess over every pixel.”
Both the app and the web portal use an adaptive streaming technology to make the best use of available bandwidth, be it 3G or Wi-Fi.
All content is streamed; there is no option to save or store content locally.
The Global Video App offers access the network’s library of premium content, including full episodes of House, The Good Wife, NCIS: LA, The Office, Rookie Blue and Survivor along with previous broadcasts of Global National and 16:9:The Bigger Picture.
The content offering mirrors that of Global’s online offering with the exception of Fox content (including Glee, Bones and other Fox shows, due to international licensing agreements.
More content is anticipated as negotiations continue, and as usage grows.
As Peter Bissonnette, President of Shaw Communications, said: “To date, our Global Video App for the IPAD, users have seen more than one million panels in bringing our content to iPhone and iPod we extend our market reach. Make our extensive library of premium content available to more users across Canada. “
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