Tandberg Television and NBC Make the Emmy Awards Interactive
September 1, 2006
NBC tapped Tandberg Television to design and power an interactive application for the 58th Primetime Emmy Awards telecast that provided audiences with exclusive, live behind-the-scenes access via broadband TV interactivity. The interactive broadband TV application, "NBC Emmy Awards Interactive," on NBC.com allowed fans to log-on and share their winner predictions and fashion critiques.
During the awards Aug. 27, television fans were able to immerse in the awards ceremony through its application and make their opinions known as well as test their trivia skills against thousands of other viewers. The interactive portion provided viewers with exclusive access to live video feeds and real-time blog postings written backstage by NBC producers. Viewers were also able to rate the stars' outfits, grade their speeches, and predict the evening's winners.
"The recent rise in social networking sites and other peer-driven technologies proves that consumers are eager to seek out new levels of interactivity with their peers," said Braxton Jarratt, senior vice president of marketing and business development at Tandberg Television. "Our work on NBC's telecast of the 58th annual Emmy Awards shows how interactive technologies can enable cutting edge networks like NBC and advertisers like Target to deliver a more dynamic experience to viewers that will enrich their enjoyment of the show and their engagement with brands."
Target Corp. sponsored the interactive segment, and branded itself throughout the application including an interactive mini-game.