Entertainment and cross platform engagement were key principles in developing Dynamic Lower Third technology. We realized American Idol had amassed millions of fans who eagerly engage every week in conversations on social platforms. We looked to harness this activity and display it in a way that would compel more fans to join the conversation. Additionally, they provided their show sponsors with a 360 degree integration model that spanned from broadcast to social networks to handset, tablet or desktop.

This enriched integration has enhanced the narrative of the show by allowing real time fan social sentiment to be another avenue of participation along with voting. The technology uses a social aggregation feed, provided by an external vendor that plugs into a flexible and responsive broadcast graphics platform.

This process has four phases:

Production Phase: Graphic Design and Visualization Programming and Development

Requires a design team to provide comps and an engineering lead to build out these visualizations within the graphics platform

Approvals Phase: Advertising Sponsor, Production Partner, Broadcast Standards and Practices

Requires that all standards are met and that all stakeholders approve new visualizations and social inputs for aggregation

Scheduling / Rehearsal Phase: Broadcast Operations, Network Operations

Requires vetting the social aggregation feed, planning the timing and coordinating the workflow between network operations, live production and all other program partners.

Live Broadcast: Television Production, Digital Marketing, Broadcast Operations

Requires execution against planned timing and outreach/promotion.

The Dynamic Lower Third technology was solely developed by our company with supporting social aggregation feeds coming from an external partner and AT&T as a pilot sponsor. The technology and program is always developing to include any unique visualization built around the aggregation of any social metrics.

With the Dynamic Lower Thirds, we were looking to create a way to engage the at home audience and give them a voice on-screen. With a 360 degree cross-platform integration of in-broadcast, in-app, social, web and back to in-broadcast, the Dynamic Lower Thirds not only delivered rich American Idol fan engagement, but also gave incredible value to AT&T through increased social impressions, wider app and web traffic as well as brand awareness in-broadcast. Currently, we are looking to productize this technology to begin implementation on future shows like So You Think You Can Dance and The X Factor USA. The Dynamic Lower Thirds harnessed audience sentiment, created relevant, timely social conversations as well as provided a fresh cross-platform experience to fans across all time zones.

As we develop and refine the Dynamic Lower Third technology and experience, it will continue to inform how fans interact with their favorite shows in the ever-expanding digital landscape.

Thus far,we have implemented the Dynamic Lower Third technology multiple times in the American Idol broadcast and plans to continue to engage the audience throughout the remainder of the Season (May 2013).