Comcast enhances search and discovery with Watchwith acquisition | Infrastructure | News | Rapid TV News
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As it endeavours to optimise the video experience for customers in an ever more competitive environment, US cable giant Comcast has acquired Watchwith to enhance search and discovery on its X1 platform.

watchwithThe move makes Comcast a deeper metadata player, a space where TiVo and Nielsen's Gracenote are key movers. The financial terms of the deal have not yet been disclosed.

Watchwith has joined the CoMPASS unit at Comcast that has been pursuing metadata, search, personalisation and recommendation services for Comcast's offerings. Its video metadata platform is designed to offer deeper search by identifying what's happening inside a programme - including memorable scenes, or which actors are appearing on screen - rather than the more basic information about a programme (stars, release date). It has an editorial tool that enables producers to manually tag specific video segments, and an automated media analysis/tagging tool that relies on algorithms and machine-learning techniques.

The technology also enables networks to deliver interactive overlay graphics at timed moments within a show. These in-programme ads can be IAB-standard creative formats or Watchwith-native formats — including highly interactive promos, tune-in reminders, e-commerce events and branded bonus content. Watchwith, which recently announced its ability to deliver in-programme advertising within a TV show based on the context and metadata of the programme, will use Moat’s MRC-accredited platform to measure impressions, viewability and engagement.