×
You will be redirected back to your article in seconds

New gameshow launches as app

51 Minds, TouchFrame team for iPad gameshow

The next big unscripted format coming out of Endemol may be getting its start in Apple’s App Store instead of on a TV network.

Endemol-owned prodco 51 Minds Entertainment is teaming with tech start-up TouchFrame have for a new game show that launched Thursday as a free app on iPads only. “Braindex” enables an interactive battle of wits with celebrity guests including Mike Tyson, scoring how quickly they, and the users who play along via the tablet’s touchscreen, can answer multiple-choice trivia questions.

While gaming is a popular attraction in the app world, entertainment content is not, which makes the mixing of the two genres in this environment an interesting experiment. Making TV game shows an interactive experience involving viewers is not a new concept, with many channels both in the U.S. and overseas having attempted to launch formats that allows for playing at home via smartphones. Microsoft even turned an Endemol game show “1 vs. 100” into an interactive series that had a brief run on XBox Live beginning in 2009.

But “Braindex” reverses the notion currently in vogue that handheld devices are an adjunct to the TV experience, making the tablet a standalone screen.

“We came at this with a healthy skepticism toward the second-screen environment,” said Jon Zimelis, former UTA agent and co-founder of TouchFrame with Sam Rogoway of VC firm Brave New Ventures. “Tablets can be an additional tool to TV watching but in reality they can be used as the first screen.”

“Braindex” was unveiled Wednesday at a “demo day” hosted by Los Angeles-based start-up accelerator MuckerLab, where TouchFrame has been incubating for the past four months. The hope is to attract interest from producers and investors that could make “Braindex” just the first property on a network of multiple interactive app shows to roll out later this year.

Featured at launch in the App Store, “Braindex” will launch with nine episodes and three more episodes will roll out each week for the next seven weeks. While the opening batch of episodes will be free, some subsequent episodes will require users paying a 99-cent fee to access.

While “Braindex” is launching for use on iPad, future iterations could show up on iPhone, Facebook or Android-powered devices. The property isn’t ad-supported at launch but will be available for sponsorships.

Other celebrities who participate as contestants in subsequent episodes of “Braindex” include Jason Mewes, Alison Haislip and Andy Milonakis. Their segments are pre-taped on a modest set that happens to be located in the back of a truck.

Other TV series produced by 51 Minds includes “La La’s Full Court Life” and “Bridalplasty.”

More Digital

  • Missing Link Laika Studios

    ‘Missing Link’ Again Tops Studios’ TV Ad Spending

    In this week’s edition of the Variety Movie Commercial Tracker, powered by the TV ad measurement and attribution company iSpot.tv, Annapurna Pictures claims the top spot in spending for the second week in a row with “Missing Link.” Ads placed for the animated film had an estimated media value of $5.91 million through Sunday for [...]

  • Sirius Logo

    SiriusXM Unveils $8 Essential Plan for Consumers Without Cars

    SiriusXM wants to cater consumers without cars, or cars without compatible stereos, with a new $8 plan for mobile and in-home listening. Dubbed SiriusXM Essential, the plan offers access to 200+ channels featuring the network’s entire music programming, as well comedy, news and select sports channels. Consumers will be able to test the new plan [...]

  • Mueller Report Book Editions Top Amazon's

    Mueller Report Book Editions Shoot to Top of Best-Seller Lists at Amazon, Barnes & Noble

    Robert Mueller is now a best-selling author. Book publishers’ forthcoming editions of the special counsel’s report zoomed to the top of the Amazon’s and Barnes & Noble’s lists of book best-sellers Friday. That comes a day after the report was publicly released, culminating the nearly two-year investigation into Russian interference in the 2016 U.S. election [...]

  • Marques Brownlee - Retro Tech

    YouTube Orders Marques Brownlee 'Retro Tech' Original Series

    YouTube has turned to one of its homegrown stars — technology vlogger Marques Brownlee, aka “MKBHD” — for its newest original series. The video platform has greenlit series “Retro Tech” featuring Brownlee, in which he’ll unbox and review vintage technology products that have defined pop culture. The show, slated to debut in December 2019, follows [...]

  • Netflix Tests Random Episode Button in

    Netflix Starts Testing Random Episode Button

    Netflix is testing a button to play random episodes of select TV shows, the company confirmed Friday morning. “We are testing the ability for members to play a random episode from different TV series on the Android mobile app,” a Netflix spokesperson told Variety. “These tests typically vary in length of time and by region, [...]

  • Netflix Our Planet Sophie Darlington

    Netflix's 'Our Planet' Roars to Life With Work by Top Wildlife Cinematographers

    In terms of scope, production time and — very likely — budget, Netflix’s “Our Planet” is one of the most ambitious projects from the streaming service to date. Narrated by David Attenborough and made available worldwide on April 5, the goal of the eight-part series is to capture diverse habitats across the globe and highlight [...]

More From Our Brands

Access exclusive content