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This is MSNBC first foray into the two screen Social TV realm and this has the potential to be a leading app in the news arena. The social features are what really makes this stand out and MSNBC is pushing app features beyond the “Just watch our clips” stage, and into a more social, interactive experience.
From Lost Remote:
Beyond just showing tweets with the hashtag, the app uses the Twitter account @MaddowApp as a curation tool. "If MaddowApp favorites your tweet, it'll show up in the highlights tab of the iPad app," explains msnbc.com's Will Femia. "The idea is that if you're watching the show after it has aired live on TV, like the next morning, you might not find the most relevant tweets in the #Maddow channel but you can at least look at the highlights to get a general sense of the audience reaction to the live broadcast."
The iPad app offers consumers a new way to engage with MSNBC. Viewers can now enjoy Maddow's smart look at politics, pop culture and current events on an additional platform.
The Watch Party, a live viewing experience featured on the app, gives consumers an interactive way to enjoy one of America's most popular cable news shows. Viewers can join the Maddow Watch Party and read real-time tweets from @maddow as well as guests, fans and other viewers using the #maddow hashtag – while the show is in progress. By connecting the app to their Twitter account, viewers can easily join the discussion.
The MSNBC iPad app featuring The Rachel Maddow Show delivers one-touch access to the MaddowBlog, where viewers can watch video clips from the latest broadcast and explore fully-interactive transcripts that allow them to navigate by keywords. Consumers also have an archive of the last 20 shows at their fingertips, allowing them to watch popular show segments such as The Interview, Moment of Geek, and Debunktion Junction anytime.
"The launch of Rachel's app couldn't come at a better time to give our audience what it wants, said Phil Griffin, President of MSNBC. Anytime, anywhere our viewers will be able to get a dose of Rachel's insight, intellect and perspective. We know MSNBC has a passionate audience and we live in an active, non-stop, constant world. This is only the start for MSNBC and we're excited to roll out a whole digital plan this year with no boundaries.
Viewers can't get enough of MSNBC. They want to be a part of the conversation and are connecting with their favorite shows online and on mobile devices in record numbers, said Randy Stearns, deputy editor of the MSNBC Digital Network. The new iPad app gives them a unique platform to interact with a show, as they're watching it, for a truly immersive viewing experience."
MSNBC ended 2010 on a high note, beating CNN in primetime for the second year in a row among A25-54 and for the first time ever in total viewers. In 2010, The Rachel Maddow Show ranked #2 at 9 p.m. beating CNN for the full year for the first time ever among A25-54 and total viewers.