USA Network Embraces Multiplatform, 2-Screen Engagement

USA-network-BShowing just how far Web streaming and mobile technology have evolved, USA Network has declared itself officially platform-agnostic.

From its upfront presentation on Thursday, the Comcast unit said each digital touchpoint will now offer TV Everywhere, “gamification,” and real-time social TV -- all in an effort to improve viewer experiences and expand the reach of brand partners.

“We have eliminated the walls between TVs and mobile devices," Alexandra Shapiro, executive vice president at USA Network, said Thursday. “We are embracing this multiplatform world by marrying all … screens for stronger two-way engagements.”

With the help of numerous technology partners, USA plans to incorporate what Shapiro calls “natural user experiences” from mobile devices into its core architecture. To allow viewing on all devices, the network is also moving its digital navigation tools to the bottom viewing screens, while positioning its content front and center.

The new capabilities are slated to go live in early June, as USA’s summer of originals launches with “Burn Notice" and “Graceland.”

Driven by consumer demand, USA’s cross-platform efforts are becoming standard practice for networks, according to Greg Ireland, research manager at research firm IDC. "Television networks increasingly need to make content available to fans no matter where those fans are and what devices they are using, and seamless digital environments enable fan engagement with both content and brands," Ireland said.



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