Pixel Power enables Twitter-powered commercial break

Pixel Power enables Twitter-powered commercial break 04 August 2015

Pixel Power enables Twitter-powered commercial break

Choice of three videos selected in real time by audience reaction

Cambridge, UK, 4 August 2015: Pixel Power, the innovative supplier of broadcast graphics and automation solutions, has enabled the UK's Channel 4 to broadcast the world's first Twitter-determined commercial break. At around 21.45 on 10 July, viewers were identified to choose which version of a music video they preferred.

Polydor Records wanted a new and engaging way to launch Shine, the new single from electronic pop trio Years & Years. The solution, worked out with broadcaster Channel 4, was to create three versions of the video, then let audiences choose their preferred treatment. The record label's agency booked the whole of the centre break in popular television show Eight Out of Ten Cats Does Countdown for the commercial.

The break started with one version full screen and the alternatives in small windows. Each had its own hashtag and viewers were encouraged to vote. Five times during the three and a half minute break the votes were tallied and the most popular video took its place full screen.

Behind the scenes, social media company Spredfast was tallying the Twitter votes. Spredfast and Clarity were tightly integrated. As well as displaying the hashtags to vote for against each video the system was also screening some of the Twitter handles as they voted. It made for an immersive, engaging experience for the interactive audience as well as an exciting new way to launch the music.

The interface was designed by Channel 4, with support from Pixel Power's creative services team to implement it. Barny Connell of Channel 4's broadcast operations team said The Clarity and the ability to drive it from remote systems was key here, and the help provided by the Pixel Power guys was invaluable.

This was a great example of how a new idea to engage audiences can be implemented simply and quickly, said James Gilbert, CEO of Pixel Power. We're always happy to work with clients like Channel 4 who push the boundaries and explore innovative solutions using Pixel Power technology to enhance the viewer experience.

Pixel Power will be demonstrating its full product range including graphics, branding and automation tools, as well as a first look at StreamMaster their new software solution for integrated playout with IP I/O at IBC2015 (Amsterdam, 11 15 September). Pixel Power can be found on stand number 7.A31.

About Pixel Power

Pixel Power provides innovative graphics production and integrated playout delivery systems for broadcasters, OB truck companies, playout facilities, post-production houses, venues and sports complexes. Our award-winning branding and promotions systems, graphics-enabled master control switchers, and sophisticated HD/SD switchable graphics production systems allow producers to deliver dynamic live and pre-recorded content for any SD, HD, 3D stereoscopic, mobile, online or interactive application.

For over 25 years Pixel Power's engineering prowess and dedication to customer support have made it the industry's first choice. Our customer base of over 2000 systems includes market leaders like Al Jazeera, BBC, CBC, Disney, Discovery, ESPN, Sky, Ericsson, VIASAT and WDR.

Headquartered in Cambridge, England, Pixel Power has a subsidiary located in Burbank, California and a Middle East office in Dubai, as well as a global network of carefully selected distributors trained to support any requirement.

Pixel Power can be contacted online at www.pixelpower.com.

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