Web synchronization software works flawlessly in Corus broadcast trial

A recent successful trial of technology from iLoveTV Entertainment Inc. to create a synchronized webcast on the Documentary Channel should prove a strong bargaining chip as the startup begins negotiations this week with several major sports leagues to implement the process in their own broadcasts. On April 6, the Documentary Channel and iLoveTV co-presented the film Lou Reed using iLoveTV’s proprietary Internet player featuring about 60 different web pages set to display in synch with the television content. ILoveTV executives are lauding the test as an unqualified success that went off without a technical hitch. For its part, the Documentary Channel says it was pleased with the trial, both from an editorial and technical standpoint, and is convinced of the system’s ability to add greater value to an audience increasingly demanding web content. ILoveTV’s system was used for the first time to insert markers into the vertical blanking interval which, in conjunction with the digital specialty network’s web gear, triggered web pages to display either in a viewer’s web browser or in the proprietary player. A key to the test’s success, says iLoveTV president Ian Park, was the speed with which pages loaded. Even dial-up users, he notes, were able to enjoy the synchronized content as pages pre-loaded. "It was remarkably little different – the web page loading – for high speed and low speed," Park tells Canadian NEW MEDIA. "Now, if the low-speed guy wanted to go off and surf in the wild blue yonder, of course, that takes a little longer. If I was a low-speed guy, I’d check a few things and wait for the program to be over before I did a lot of my research." Among the web pages displayed during the broadcast were still images from the filmmaker, Timothy Greenfield-Sanders, pages from the web site that accompanies the film, related pages with more information on figures who make an appearance in the film including Andy Warhol, and other content of that ilk. The test was not without some controversy. Park admits the company made a strategic error in not consulting the filmmaker before proceeding with the trial. He says iLoveTV has since been in touch through one of its directors, Wayne Thompson (a filmmaker himself), and assured the New York City-based filmmaker that the company only wanted to add, not detract from the broadcast. Greenfield-Sanders had previously expressed hesitation about the trial in comments to CNM, worried that it would distract viewers from his work (CNM, March 7/02). Michael Harris, GM of the Documentary Channel, a Corus Entertainment Inc. channel, says the diginet was cognizant of those concerns in putting together the web corollary. "There were discussions about – when (Lou Reed) went to New York – do we add value by putting up a New York web site? Or, is that being too literal?…We were concerned with some of the issues that (Greenfield-Sanders) raised. We don’t want to be driving people away from the TV set." Harris is pleased with the end result, however. "I think, in moderately serious and informative television, that there’s a big value in pointing viewers to stuff," he says. "Like all channels, here we’re looking at ways to use the technology that’s out there and that people are using to give people an experience that enable people…to realize that this channel understands my web behaviour. When a subject comes up, I like to go deeper into it." iLoveTV is now set to begin selling the technology to other broadcasters. "We’re just going through the process with Corus…to see where we go from here. We’re rapidly moving down the trail with some big names. We’re presenting to the NHL. We’ve got the PGA coming up before the end of the month. The NHL is very excited. We have put together a player for them. They have Internet rights back from all the teams so they’re highly interested in this whole thing. Lots of want to start going interactive, and we have the proper solution to make their stuff happen."

Web synchronization software works flawlessly in Corus broadcast trial

News | 04/19/2002 4:00 am EDT

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