Yahoo TV Lures Viewers, Aids Advertisers
Yahoo is trying to lure viewers from cable connections -- striking deals with Ford Motor, Mattel, and Microsoft in an effort to start up a number of new "enhanced" TV features.
The deal was announced during the Consumer Electronics Show in Las Vegas.
The Yahoo Connected TV platform is working with tech companies and a slew of TV networks -- ABC, CBS, HSN, and Showtime -- to entice viewers.
For example, CBS viewers of "Hawaii Five-O" could view facts about the show by using their remote controls. For ABC prime-time shows, viewers could get actor information and view photos and videos during certain scenes right from their TVs -- while watching the program. On Showtime, boxing fans could access detailed fight information, including photos and videos.
For advertisers such as Ford, viewers watching a Lincoln commercial could find local dealers, customize their dream cars, and more. For toymaker Mattel, viewers of a Barbie TV commercial could take Barbie polls, play Barbie dress-up games or view Barbie documentary videos.
Yahoo plans to launch a pilot program in the first half of 2011.
Yahoo! Connected TV vice president Ron Jacoby stated: "Imagine an immersive, real-time TV experience that brings people even closer to the programs and brands they love, by enabling them to play along while they watch their favorite shows."
The Yahoo Connected TV service, which works with a number of computer tablets and specific smartphones, includes a collection of more than 100 apps, such as those from CNBC, Clear Channel Radio, NBC and QVC.
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