Reality shows may attract criticism over quality but they are commercially very attractive, and in aiming to monetise its assets MTV España has launched a second screen app to accompany Gandia Shore, its version of Jersey Shore.
With the MTV XTRA app the broadcaster is engaging its 18-24 audience by granting access on smartphones and tablets to exclusive content set in the Spanish town of Gandia, including unseen footage, revealing interviews with the stars, backstage pictures and teasers of explosive future storylines.
At the heart of the new app is audio watermarking technology from UK firm Intrasonics, enabling it to react with hidden codes in the show to open up the exclusive content. The Intrasonics technology already sees use by broadcasters such as Channel 4 in the UK, Cineflix in Canada and Spain’s Antena 3.
Explaining how the world famous music broadcaster will use the app, Jorge Conde, Mobile Services Manager at MTV Networks Iberia, said: “The launch of MTV XTRA demonstrates our clear commitment to offering our audiences innovative and high value-added services. Being able to tap into the second screen phenomenon gives our audience a deeper experience when they’re watching MTV at a time when the way people consume media, and the devices through which they do so, are evolving at a rapid pace.”