Snell And The Application Store Demonstrate Morpheus-Driven Screentoo App At NAB

At NAB, Snell is partnering with The Application Store (TAS) to demonstrate how Morpheus automation can be leveraged to drive essential metadata to "second-screen" apps on iPad tablets and mobile platforms.
Morpheus will supply the TAS Screentoo app with real-time data essential to maintaining synchronicity between the primary broadcast and interactive and timeline-sensitive elements within the Screentoo app.
Vincent Parisis, CEO at TAS, a London-based developer specialising in translating brand expressions, such as popular TV programmes, into engaging mobile and tablet experiences, said: "Snell's Morpheus is good fit for our Screentoo app because it can accommodate the volume and granularity of information required by second-screen apps. In particular, the MediaBall element of Morpheus is a uniquely powerful feature that provides valuable flexibility in handling the metadata that makes the second-screen model effective."
The Screentoo app is available for media and broadcast organisations to distribute as their own branded applications to provide services such as voting, polls, chat and e-commerce related to and customised for a specific show or channel. The very accurately timed metadata provided by Morpheus enables the Screentoo app to provide the consumer with options that correspond directly to events within the primary broadcast.
Metadata about both the programme and programme contents allow the Screentoo app to trigger targeted advertising, provide information about a character or actor in the show, or launch a viewer poll. With Screentoo, viewers can vote, enter competitions, participate in quizzes and purchase items. This technology allows broadcasters to monetise their content and generate new revenues from premium interactions.
Neil Maycock, Chief Architect at Snell, said: "In addition to providing robust performance for delivery of content to media consumers' television screens, Morpheus allows broadcasters to extend the experience onto a second device, where complementary interactive content drives up interest in programming and importantly enables new levels of highly targeted advertising.
"There are clear trends in consumers increasingly engaging with media through multiple devices at once, and the combination of Morpheus automation with apps such as Screentoo takes advantages of these trends to open the door to some exciting new possibilities."
Demonstrations are being offered during NAB at the Snell stand (N1820).
(KMcA)