Ten Network Holdings has joined forces with UK company zeebo to launch a social TV platform and consumer service app: zeebox Australia.
Australia will mark zeebox’s second international launch after the United States. The free zeebox app provides consumers with a social TV discovery and interaction service, while enabling broadcasters and brands to engage with TV fans.
Other networks are already attempting to exploit growing audience appetite for social media. Seven heavily promotes its Fango app while Nine recently announced the launch of Jump-in. The ABC has also upgraded its iView app.
Ten's chief operating officer, Jon Marquard, said the zeebox launch was a key part of the broadcaster's digital media strategy.
"We know viewer behaviour is changing and audiences are multi-tasking," he said in a statement. “About 70 per cent of TV viewers use a second screen while they are watching TV. This creates an enormous opportunity for zeebox, a free, network-agnostic app that offers consumers a much broader and deeper experience than other second-screen apps."
Ten plans to release Zeebox on iPhone, iPad and Android devices in the third quarter of 2012.