USA Network has kicked off an initiative to unify the viewing experience - both visually and functionally - across all devices. Using responsive design technology, USA is making content and engagement cohesive across all screens, from the TV to the Web to mobile.
USA is also refreshing its brand look and feel to complement its screen unification strategy.
Each digital touch point will offer TV everywhere, gamification experiences and real-time social TV to amplify the viewers' experience. The capabilities are due to roll out on 6 June, when Burn Notice and Graceland premiere their seasons.
"As part of USA's digital evolution, we are embracing this multi-platform world by marrying all of the screens for stronger two-way engagements with our compelling content," says Alexandra Shapiro, executive vice president of USA Network. "We have eliminated the walls between TVs and mobile devices to give brands a unified and fluid fan interaction, organically extending their presence everywhere the consumer is."
USA will link on-air snipes and lower thirds graphics with their mobile device or desktop for brands, it said, along with social media capabilities around live shows and extensions.
"USA Network's move to utilise a responsive design approach to create a consistent experience across devices that integrates video, interactivity, and social networking offers fans multiple attractive destinations in which to engage with their favourite content," said Greg Ireland, research manager at IDC. "Television networks increasingly need to make content available to fans no matter where those fans are and what devices they are using, and seamless digital environments enable fan engagement with both content and brands."
To facilitate viewing on all devices, the network is moving the digital navigation tools to the bottom of the screen, “putting the content front and centre for fans and placing the interactivity bar within a thumb's reach,” it said.