• by Wayne Friedman , January 16, 2017

Looking to combat multitasking daytime TV viewers, major TV station group Tegna Media and TV/movie producer Metro-Goldwyn-Mayer will launch what the companies say is the “industry’s first live multi-daypart syndicated show” for different time zones.

The show “BOLD” -- a live, interactive, entertainment program -- will start in the fall of 2017. “BOLD” (Broadcast Online Live Daily) will cover daily entertainment news and trending social media content in real-time across multiple screens.

Live airings of the 30-minute show will be produced for each time zone, enabling viewers to interact live with the show’s hosts.

The companies say the new show will allow people to interact with stories at the exact moment they are hearing about it. In that regard, real-time analytics will guide the show’s content.

Dave Lougee, president of Tegna Media, stated: “We can help ‘BOLD’ break the mold of daytime TV.” In part, this comes from TV viewers who are multitasking -- watching daytime syndication on multiple devices.

Tegna/MGM say two-thirds of daytime TV viewers use social media, with many interacting and sharing content while also watching TV, per research from Frank N. Magid Associates.

Magid research also says more than 200 million people in the U.S. consume media on multiple devices, outnumbering single-screen audiences two and a half to one.