Share this Article
Historically Ex Machina was one of the top three European companies touting multiplayer mobile gaming platforms over the last decade, however, now the company shifted to turn its powerful, robust gaming engine towards Social TV services, rebranding as PlayToTV, a white label solution for broadcasters which provides features like rating, product placement, quizzes, polls, votes, and social features on mobile devices of TV viewers, syncing in real time with shows they are viewing.
Ex Machina is now working on a series of new projects with broadcasters in Europe and the US, according to CEO Jeroen Elfferich in a recent interview:
"...entertainment experiences lovingly created for synchronized online and social participation that could not exist without PlayToTv".
Using the The Automatic Content Recognition solution from Civilution, The multiplatform PlayToTV application will allow for the automatic identification of the TV channel being watched and the content being played and on identification, it enables precise time-synchronization between content played on TV and mobile devices such as tablets and smart phones. The real-time interactivity between the devices, enabled by content identification, automatically handles distribution delays and supports time-shifted viewing.
"In today's media universe of multi-platforms and a growing variety of viewing devices it is crucial for content owners and advertisers to interact with the content and to better communicate with consumers. Our media synchronization applications enable the industry to connect with the consumer specifically based on the content they are currently watching in real time or time-shifted'' says Alex Terpstra, CEO, Civolution.
"We believe that triggering and interactivity will become increasingly important both in deepening the relationship between content and the consumer as well as providing very exciting opportunities for personalized and targeted applications and advertising. The demonstrations of our Second-Screen Synchronization and Automatic Content Recognition solutions displayed in our Interactive Media Home at NAB, builds upon bespoke projects we've run for a number of years to enable broadcasters to automatically trigger events based on watermarking and fingerprinting content identification technology. The launch of this functionality brings a new dimension to advertising and how consumers will interact with their favorite programs and live events," concludes Terpstra.
"At NAB 2011 we will be demonstrating some exciting developments in watermarking and fingerprinting solutions which are leading the way in content security and monetization but also helping to improve consumer experiences'' added Terpstra. "NAB sees us demonstrate new Media Synchronization and Automatic Content Recognition (ACR) applications. These solutions enable synchronization of content between TV and other devices – such as tablets and mobiles - but also to automatically trigger events such as advertisement insertions and TV overlays. In this new 'TV anywhere' media universe with smart TVs and mobile devices, content identification technologies are becoming pivotal in allowing meaningful interactivities between content owners, advertisers and their audience.''
Civolution will be exhibiting at the upcoming NAB 2011 in Las Vegas, (April 11-14), South Upper Hall, booth SU7917 as well as ANGA Cable, Cologne, Germany (May 3-5), stand O14.
See PlayToTV in Action from MIPTV 2011 in Cannes