iPowow Partners with Red Bull Media House to Launch World's First Interactive Soccer Match

written by: Richard Kastelein

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ipowowlogoAs one of the most followed sports worldwide, soccer has the ability to set trends and inspire new benchmarks in sport technology and experiences – such as the innovative broadcast resulting from a new partnership between iPowow, the leaders in Participation TV, and Red Bull Media House.

Their live airing of the high-profile FC Bayern München vs FC Red Bull Salzburg match in January 2014 was the world’s first soccer telecast utilizing fan participation. The match aired via Red Bull Media House’s ServusTV, where fans were given the power to control on-screen elements from their digital devices and see the detailed results of these interactions as they occurred live on TV.

Gavin Douglas, Chief Commercial Officer of iPowow, stated:

“Red Bull Media House has been a valuable partner. Their vision for how to engage their fans and enhance the experience for the viewer has been revolutionary. The key to a successful execution relies on how well you can include the fan in the story and enhance the viewing experience. Our partner does just that with first the soccer match and now the DEL playoffs from March 9 on – giving fans a chance to be a part of the story throughout the entire experience."

The partnership of Red Bull Media House and iPowow set a new precedent for the future of sports and television engagement. For the broadcast, iPowow provided a complete and seamless solution between digital devices and the big screen, where fans ingrained themselves in the story and enhanced their experience with the game and their team.

Soccer fans were encouraged to explore their views and sentiments during the live airing of the game. And they were prompted to engage on their connected smart devices or computers via simple calls to action directing them to participate, interact and respond to questions and events happening around the game-play and players. The results of the interactions were displayed on a second-by-second basis within the broadcast through stunning graphical imagery rendered directly on the TV screen, and also on the user device, in real time. The results displayed on TV and the user device were synchronous, reflecting the exact audience sentiments as they unfolded live.

Since the January soccer broadcast, Red Bull Media House and iPowow have expanded their collaboration to ice hockey, as DEL (German hockey League) games broadcast live on ServusTV and powered by the iPowow Participation TV platform now also enable real-time audience interaction.

For the first time in Europe and from March 9 on, fans can choose the “Man of the Match” for the Sunday game of the week, and – for the first time anywhere – viewers can vote live to determine the game that will be broadcast the following week.

The speed and agility of the platform, branded as Sound2go.net, allows the show producer to capitalize on the action and audience response throughout the game – a broadcast enhancement, brand enhancement and revenue generator that engages the fans in the live experience and keeps them engaged because they are invested in the result.

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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