Boston’s WCVB-DT helps launch interactive TV ad platform

Backchannelmedia, a Boston-based ad serving and response capture company, and WCVB-DT, the ABC affiliate in Boston, recently launched a test of Backchannelmedia’s “television to Internet click-through system.” Roughly 1000 viewers in the Boston area will participate in the test over a 12-month period.

Viewers with a Backchannelmedia software-enabled TV or set-top box were able to interact through their existing TV remote control when prompted by a special on-screen icon. Viewer interaction “bookmarks” that interest and forwards it to a personalized home page on the Web. Viewers are also able to forward content such as audio or video they hear or see on TV to the Internet for preview or purchase.

Backchannelmedia’s interactive TV strategy is to make the television the premier driver of traffic and content to the online world. The company said its technology can be embedded into existing set-top boxes.

Bill Fine, president and general manager of WCVB, said viewers can get the products and services they want, without changing their viewing habits, and advertisers will be given addressability and accountability for their spending on his station.

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