Wiremax - Video Tool Takes TV Towards Tagging

written by: Richard Kastelein

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Though I have used YouTube Annotations to create interaction in a prior video, it's still a question of being locked into the Google ecosystem - which at times - is not always the best solution for every video product. And I was recently intrigued to find a very slick, interactive tool that not just allows for added content via text, but takes it to another level with Video, Flash and more - embeddable within a video on the timeline.

This technology from Wirewax I came across the other day (Hat Tip to Gavin McGarry at MIPTV blog for the link) allows one to add your own tags to objects (and people) in videos, and then add information, images, links, video as well as Flash applications which viewers can interact with.

On top of that you can also get behavioural data enabling you to watch your content through your viewer's eyes and see where people interacted, what they did, where they jumped off. This kind of technology on a touchscreen tablet will certainly take it to the next level... However, one thing that irks me a bit, and which leads me back towards the two screen methodology in terms of interaction on video, is how jarring it is to stop the video all time. Perhaps the future of this technology will be as a companion experience on the secondary screen, leaving the big screen to create continuity and flow.

One new video shows some exceptional tagging flare and the use of the wireWAX Apps (on general release soon). Challenge Anneke sees Flavia, from BBC One's Stictly Come Dancing, take the teacher's role once more to put Handbag.com's Anneke to the test. Viewers can not only find out more about the dancing duo, but click to view & learn the full routine video and browse & buy on Maxtione's fitness product range. All within the embedded and shared video.

And here's an example of Wiremax being used for a classroom on a digital whiteboard.

After the jump, or Read More to see another video.

About the Author

Richard Kastelein
Founder of The Hackfest, publisher of TV App Market and global expert on Media & TV innovation, Kastelein is an award winning publisher and futurist. He has guest lectured at MIT Media Lab, University of Cologne, sat on media convergence panel at 2nd EU Digital Assembly in Brussels, and worked with broadcasters such as the BBC, NPO, RTL (DE and NL), Eurosport, NBCU, C4, ITV, Seven Network and others on media convergence strategy - Social TV, OTT, DLNA and 2nd Screen etc.

He is a Fellow of the UK Royal Society of Arts (RSA) and UK Royal Television Society (RTS) member.

Kastelein has spoken (& speaking) on the future of media & TV in Amsterdam, Belfast, Berlin, Brussels, Brighton, Copenhagen, Cannes, Cologne, Curacao, Frankfurt, Hollywood, Hilversum, Geneva, Groningen (TEDx), Kuala Lumpur, London, Las Vegas, Leipzig, Madrid, Melbourne, NYC, Rio, Sheffield, San Francisco, San Jose, Sydney, Tallinn, Vienna, Zurich...

He's been on advisory boards of TEDx Istanbul, SMWF UK, Apps World, and judged & AIB awards, Social TV Awards Hollywood, TV Connect & IPTV Awards.

A versatilist & autodidact, his leadership ability, divergent and synthetic thinking skills evolved from sailing the world 24000 miles+ offshore in his 20′s on sailboats under 12m.

He spent 10 years in the Caribbean media & boating industry as a professional sailor before returning to Europe, to Holland.

A Creative Technologist and Canadian (Dutch/Irish/English/Metis) his career began in the Canadian Native Press and is now a columnist for The Association for International Broadcasting and writes for Wired, The Guardian & Virgin. His writings have been translated into Polish, German and French. 

One of Kastelein's TV formats was optioned by Sony Pictures Television in 2012. 

Currently involved in a number of startups including publishing TV App Market online, The Hackfest and Tripsearch TV. As CSO for Worldticketshop he helped build a $100m company.

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