• by May 11, 2011

Syzygy Lab, a unit of the WPP-backed Euro-centric digital agency, has developed a "TV of the Future" app concept called GOAB. The idea is to combine all viewing options, viewer preferences and related social media, ecommerce and gaming possibilities into a single cloud-based service.

With no prescribed input or output devices, everything from a smartphone, tablet or laptop to a large-screen TV set would, in essence, become a combination TV navigating and viewing device. A new post on WPP's site says that "combining TV programmes and Internet functionality could result in television becoming much more appealing to viewers again, and thus also to advertisers."

Dominik Lammer, head of Syzygy Lab and creative director at Syzygy in Frankfurt, says that with GOAB, "advertising becomes a valued service, rather than a nuisance." New TV advertising options in GOAB would include "related offers" and "shop what you see."

Syzygy gives the hypothetical example of four young women watching "Sex and the City" together -- "all in separate locations but sharing the experience...Tapping on the leading actress's new high heels on the display brings up full details of the coveted items -- manufacturer, price comparisons, where to buy and links to online shops. The friends can comment immediately on the choice via cyberspace, just as if they were all out shopping together."

With the amount of video content available, GOAB would not filter programs by broadcast/cable channels, time or genre, but by a user overview determined by online profiles. "Basis data, behaviors, likes, dislikes and analysis of social networks create a description of the user's interests," according to the GOAB online demo pages.

"The data filters media content so that the user has an at-a-glance view of their top recommendations. The quality of the recommendations improves with each use." The recommendations would be grouped into three categories: "news," "live" and "media library."

The system's social-networking capabilities allow users to know what shows friends are watching. They can join in the viewing, but a "like/dislike" function would play a major role in filtering the recommendations. Filtering would also utilize an "expert" system, including recommendations from "trustworthy individuals, opinion leaders or friends with special interests," along with movie platforms, blogs and online magazines.

WPP owns 28% of The Syzygy Group digital network, consisting of: marketing agency Syzygy ( London and Frankfurt); performance marketing firm Unique (London and Hamburg); creative shop Ars Thanea (Warsaw); and design studio Hi-ReS! (London and New York).