• by Wayne Friedman , November 4, 2016

On-screen interactive technology company iPowow is looking to expand its business model.

The company currently has around 30 TV shows using its technology, digitally delivering polling, trivia, and other on-screen content -- on-screen, live and in real-time. To date, these agreements have come via license fee deals.

But now it is working on “its first [ad] revenue share deal in the U.S.,” says Gavin Douglas, CEO of iPowow.

“About 20 major brands have expressed interest,” says Douglas. “We are connecting the dots and doing the match-making with the shows. We have put a bunch of money into a new [ad] team in Manhattan.”

Already, he says the company been aiding TV shows and networks when it comes to advertising sponsorship, in terms of presentation meeting materials with ad executives and media agency executives.

Marketing itself as “participation TV” -- where viewers engage with TV content via smartphones -- iPowow says it brings incremental income to TV networks and stations that they would not otherwise received.

CNN has been using iPowow for polling content used during the presidential debates, as well as during the primary season. CNN has had CA Technologies as a sponsor.

Fox’ s“Fox NFL Sunday” has been using iPowow asking consumers their opinions on who, for example, will win specific NFL division races, sponsored by Visa. Technology has also been seen in trivia quizzes with USA Network for “Modern Family,” which was sponsored by Target.

Some new deals include Discovery Communications’ Velocity, Raycom’s ACC Network and Disney Channel’s “Liv & Maddie.”

For local TV, iPowow is working on early arrangements with stations at the CBS and ABC station groups,and the Sinclair Broadcast Group. It also has renewed deals with Comcast’s regional sports networks.