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New to NATPE: Spiderdance

Netco weaves programming web for interactive auds

Millions of American consumers say they go online and watch TV at the same time. Bridging the gap between the two is the goal of new media technology.

Two-year-old company Spiderdance is a first-time attendee at NATPE. With success stories such as MTV’s “webRIOT,” the first television show designed from conception to be interactive and whose registered users topped the million mark; “Inquizition” from the Game Show; and History Channel’s “History IQ” under its belt, Spiderdance is uniquely poised to target programmers at NATPE.

“People aren’t used to thinking about a program running on two screens,” says programming VP Chris Swain, but convergence is an ever-expanding market with technology that can serve many purposes.

Not only does it synchronize a consumer’s computer and TV screens, but the system also measures auds, tracks registered users and offers advertisers the chance to have one-on-one interaction with a targeted audience.

“We can get feedback on the products being advertised and build a profile of the user, which gets valuable information back to the advertisers about what specific people who are watching the show think about the products,” Swain says, who adds that Spiderdance’s success is the company’s selling point.

“People used to be concerned about whether the technology would work, or whether people would respond. Now they are not asking if it will work, but how it can work for them.”

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